This collection of 10 original essays honors the intellectual legacy of Prof Everett M Rogers (1931–2004), a pioneering and distinguished teacher—scholar of diffusion of innovations, communication networks, and social change. Well-known colleagues and contemporaries write on topics that not only piqued Rogers' curiosity, but to which he made seminal and lasting contributions. The concluding chapter documents Rogers' life journey from his modest farm boy beginnings in Iowa, through his distinguished academic career, to his final return to the farm.

Social Marketing and the Broadening of Marketing Movement

Social marketing and the broadening of marketing movement

Along with a crack team of young scholars, Ev and I studied the extent to which social marketing and diffusion concepts were actually used by community-based health improvement practitioners on the streets of San Francisco. We paired social marketing and diffusion because of their obvious similarities. Once one tried to use diffusion concepts in the way that a marketing scientist uses theory-based concepts to affect rates of product penetration, marketing and diffusion looked a lot alike. That study was subsequently replicated in Thailand by Peer Jacob Svenkerud and Arvind Singhal. The conceptual basis for our understanding of social marketing was Phil Kotler's work. Phil wrote with the same easy, confident ...

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