Social Marketing (Paperback) book cover

Social Marketing

By Michael T. Ewing

© 2003 – Routledge

100 pages

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Paperback: 9780789017178
pub: 2002-07-25
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pub: 2002-08-05
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pub: 2012-10-12
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About the 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 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!

Table of 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
  • 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

Subject Categories

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