Social Marketing
By Michael T. Ewing
Published July 25th 2002 by Routledge – 104 pages
Description
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!
Contents
- 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
Name: Social Marketing (Paperback) – Routledge
Description: By Michael T. Ewing. 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...
Categories: Economics, Finance, Business & Industry, Marketing, Marketing Research
