100 Pages
by
Routledge
102 Pages
by
Routledge
104 Pages
by
Routledge
Also available as eBook on:
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... Read more
- 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
Biography
Michael T. Ewing
