- 104 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Social Marketing
About this book
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!
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Social Marketing by Michael T. Ewing in PDF and/or ePUB format, as well as other popular books in Betriebswirtschaft & Business allgemein. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Half Title
- Title Page
- Copyright
- 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 Social Engineering in Economic Restructuring