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> <ul> <li> Preface </li> <li> Introduction </li> <li> Narrowing the Concept of Marketing </li> <li> A Field Experiment Comparing the Effectiveness of “Ambush” and Cause Related Ad Appeals for Social Marketing Causes </li> <li> Charitable Donations as Social Exchange or Agapic Action on the Internet: The Case of Hungersite.com </li> <li> The Dark Side of Globalization and Liberalization: Helplessness, Alienation, and Ethnocentrism Among Small Business Owners and Managers </li> <li> The Impact of Social Marketing on Engineering in Economic Restructuring </li> <li> Index </li> <li> Reference Notes Included </li> </ul>