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Social Marketing

By Michael T. Ewing

Routledge – 2002 – 104 pages

Purchasing Options:

  • Add to CartPaperback: $62.95
    978-0-7890-1717-8
    July 24th 2002
  • Add to CartHardback: $135.00
    978-0-7890-1716-1
    August 4th 2002

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