The Marketing of Ideas and Social Issues
Seymour H. Fine is a Fulbright Scholar and counselor on social marketing and strategic planning. Social marketing is the application of marketing theory to the dissemination of human services and social ideas.
In recent years Dr. Fine has applied social marketing to such diverse "social products" as energy conservation (the Department of Energy), job training for the economically disadvantaged (Labor Department), the Direct Deposit campaign (Treasury Department), malnutrition in India, and projects in health care, religion, family services, and day care. His clients include the United Nations for whom Fine conducted a week-long consultation in Geneva, Switzerland advising the World Health Organization on social marketing for food safety in developing countries
An idea is taken for granted in the scheme of things. Someone exclaims, "I've got an idea!" What is it that he has? From where did he get it? How was it transmitted? How might it spread to others? What will be the effect of the acceptance of the idea? These are some of the questions dealt with in this book. In this first chapter the nature of an idea is developed, contextualized and shown to be a most timely topic. To pave the way for this book's argument that ideas are ...