Social Marketing

Social Marketing

by Michael T. Ewing
     
 

ISBN-10: 0789017164

ISBN-13: 9780789017161

Pub. Date: 01/28/2002

Publisher: Taylor & Francis

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

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Overview

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!

Product Details

ISBN-13:
9780789017161
Publisher:
Taylor & Francis
Publication date:
01/28/2002
Pages:
102
Product dimensions:
8.70(w) x 6.16(h) x 0.53(d)

Table of Contents

Preface
Introduction1
Narrowing the Concept of Marketing5
A Field Experiment Comparing the Effectiveness of "Ambush" and Cause Related Ad Appeals for Social Marketing Causes25
Charitable Donations as Social Exchange or Agapic Action on the Internet: The Case of Hungersite.com47
The Dark Side of Globalization and Liberalization: Helplessness, Alienation and Ethnocentrism Among Small Business Owners and Managers63
The Impact of Social Marketing on Social Engineering in Economic Restructuring75

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