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Full 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
