Social Marketing

1. Auflage 2002
ISBN: 978-0-7890-1716-1
Verlag: Routledge

Buch, Englisch, 102 Seiten, Format (B × H): 156 mm x 216 mm, Gewicht: 362 g

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!

Autoren/Hrsg.

Ewing, Michael T.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

- 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

Über Autor(innen)

Michael T. Ewing