Social Marketing in the 21st Century or Service Leadership

Social Marketing in the 21st Century

Author: Alan R Andreasen

"This is a brilliant explanation of how social marketing can address upstream issues...  As the author points out, too often people think of the downstream applications of social marketing.  This book is the only one in this camp, and it does a very good job of it."
--Mike Basil, University of Lethbridge, Canada  

Most observers and many practitioners see social marketing as a downstream approach to influencing people with "bad behaviors"--smoking, neglecting prenatal care, not recycling. However, this narrow view hugely underestimates social marketing's real potential. Social marketing is simply about influencing the behavior of target audiences. There are many more target audiences who need to act besides "problem people" if we are to solve major social problems.    

The goal of this cutting edge book is to reposition social marketing so that foundations, government agencies, and various nonprofits will approach social change in a way that reaches both upstream and downstream individuals in society. Author Alan R. Andreasen outlines potential roles, restates fundamental principles, and then suggests how social marketing might be applied to a sample of nontraditional challenges.  

Key Features:

• Emphasizes Broad Social Change: Repositions social marketing as an approach to social change that reaches both upstream and downstream.
• Reviews Social Marketing Concepts and Tools: A number of different strands of scholarship are used to provide an accessible introduction to social marketing including the evolution of social problems, the science of framing, the process of social change, and socialmarketing history and elements.
• Presents Frameworks for Influencing Behavior: Three simple frameworks are provided that anyone can use whenever there is a situation where one needs to influence another's behavior-- stages of change, the BCOS model and competition.

Social Marketing in the 21st Century is an excellent text for advanced undergraduate and graduate courses in Health Promotion, Social Marketing, Social Enterprise, Social Change, Public Health, Social Welfare, and Communications. In addition, it is a valuable resource for social marketing practitioners, public health communicators, nonprofit managers, social workers, and social enterprise programs.      

Interesting textbook: Leveraging Communities of Practice for Startegic Advantage or Security ID Systems and Locks

Service Leadership: The Quest for Competitive Advantage

Author: Svafa Gronfeldt

The purpose of this book is to provide a comprehensive theoretical framework as well as practical strategies--not just for survival but for a true search for excellence in the uncertain and ever-changing world of customer service management. The theoretical framework is based on the notion that customer service contains three key variables: a promise, a process, and people. After going through the step-by-step process of service management, the reader will have the necessary understanding and skill to choose the right strategy for the right circumstances, to design service processes, to identify the means and methods to implement these processes, and to measure the outcome.  

Key Features:

• Shares insight from CEO's on how service leaders think, strategize, and apply tools of the trade to achieve their objectives 
• Relates chapter content to real world challenges faced by corporations
• Includes a discussion on both quantitative and qualitative methods in a service context
• Conceptualizes the new paradigm of service leadership and the development of a multi-disciplinary approach to the topic
• Provides an Instructor's Manual on CD containing an outline of the text with teaching points, PowerPoint slides for every chapter, a test bank, answers to end-of-chapter questions, and sample syllabi  

Service Leadership: The Quest for Competitive Advantage provides an accessible application of theory suitable for upper level undergraduate and graduate courses in Service Management, Service Marketing, Customer Service, Human Resource Management, and Leadership.

Meetauthor Judith Strother! fit.edu/faculty/profiles/profile.html'value=36 

Table of Contents:

	Foreword
1	Introduction	5
2	Looking back on service	23
3	Leading the service wave	47
4	Formulating strategic promise	67
5	Developing the service strategy	93
6	Designing the service process	119
7	Strategizing for service recovery	147
8	Designing service metrics	175
9	Activating customer orientation	203
10	Managing service organizations	225
11	Implementing human resources policies for service organizations	247
12	Building and maintaining an effective service leadership culture	265