Social Marketing

ISBN-13: 9780789017161 / Angielski / Twarda / 2002 / 104 str.

Michael T. Ewing

Opis

Harness commercial marketing techniques to spark social change!

American Express, Avon, BMW, Kellogg’s, Liz Claiborne, McDonald’s, Reebok, and other corporations have embraced social and cause-related marketing as a way to connect with their customers. This vital book examines the “how and why” as well as the causes and effects of this fast-growing trend in marketing.

Social Marketing brings you:

• an overview of recent global developments in social marketing
• a study comparing the effectiveness of a CRM program with that of “ambush” advertising
• a case study of Hungersite.com that investigates motivations for donating time, money, and other resources to charities
• a wary look at the “darker side” of globalization and liberalization
• and more!

Spis treści

• Preface
• Introduction
• Narrowing the Concept of Marketing
• A Field Experiment Comparing the Effectiveness of “Ambush” and Cause Related Ad Appeals for Social Marketing Causes
• Charitable Donations as Social Exchange or Agapic Action on the Internet: The Case of Hungersite.com
• The Dark Side of Globalization and Liberalization: Helplessness, Alienation, and Ethnocentrism Among Small Business Owners and Managers
• The Impact of Social Marketing on Engineering in Economic Restructuring
• Index
• Reference Notes Included

O autorze

Michael T. Ewing