Synopses & Reviews
'The book orients and prepares aspiring and practicing administrators to be more effective in dealing with real and practical issues and problems in schools. It is a succinct, problem focused, oral history of issues articulated by newly hired and experience administrators as they consider their decisions. It reflects the honest introspections of practicing administrators, and is unique and original in its approach. It both reinforces existing knowledge and introduces new ideas and insights. Paramount to the information conveyed is the style in which it is presented. By examining leadership issues through the actual words of school leaders, Conversations with Principals distinguishes itself from other leadership material. The text lends itself to a Socratic style of teaching, making it is easy to discuss the issues and themes presented in an open-ended format whereby students exchange ideas and engage in the activities of questioning and analyzing administrative behavior and action. Each oral account is prefaced by contextualizing information about the school leader and the demographics of his or her school. Following each interview there is an analysis of the case, as well as a section with questions and activities for students to complete.'
This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include "upstream" approaches.
- Written by a highly regarded academic in the Social Marketing community.
- Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes.
- Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)
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.