Social Marketing

<p>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:</p><ul> <li> an overview of recent global developments in social marketing </li> <li> a study comparing the effectiveness of a CRM program with that of “ambush” advertising </li> <li> a case study of Hungersite.com that investigates motivations for donating time money and other resources to charities </li> <li> a wary look at the “darker side” of globalization and liberalization </li> <li> and more! </li> </ul>