Social marketing [electronic resource] / Michael T. Ewing, editor.
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...
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Full Text (via Taylor & Francis) |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Binghamton, NY :
Best Business Books,
©2001.
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Table of Contents:
- 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.