Marketing guru to speak at institute seminar in Bristol

An American professor billed as "the world's leading social marketer" will be among the speakers at a charity-focused seminar in Bristol next month.

Alan Andreasen, professor of marketing at the McDonough School of Business at Georgetown University, will address delegates to Changing Minds and Making Money: Using Marketing to Achieve Behavioural Change, run by the Institute of Fundraising South West Group at the University of West England on 9 May.

Andreasen, author of 16 books, is an expert in helping charities to market their causes.

Examples of this in the UK are the NSPCC's Full Stop campaign and Barnardo's hard-hitting child prostitution ads.

Adrian Sargeant, a professor at Henley Management College and co-speaker at the seminar, said: "Social marketing has been around in the US since the 1970s, but it is a relatively new concept in the UK, although a lot of not-for-profits are doing it intuitively."

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