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NEW BOOKS
Charities Undervalue Social-Marketing Approaches, Book Says
By M.J. Prest
Social Marketing in the 21st Century
by Alan R. Andreasen
Nonprofit organizations can use many of the concepts of commercial marketing to promote social change, writes Alan R. Andreasen, a professor of marketing at the McDonough School of Business at Georgetown University, in Washington. "Social marketing can be applied wherever one...