Social Marketing

ISBN-13: 9780789017178 / Angielski / Miękka / 2002 / 104 str.

Michael Ewing

Opis

The techniques and tools of marketing have been making steady inroads into the nonprofit and public sector. Ewing presents five research and theory articles that explore the role of marketing in causing social change. Michael Ewing is Professor of Marketing, at Monash University, Melbourne, Australia.

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