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Social marketing
book
posted on 2001-01-01, 00:00 authored by Mike EwingHarness 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 Hungersite.com 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!.
History
Pagination
1 - 1Publisher
RoutledgePlace of publication
New York, N.Y.Publisher DOI
ISBN-13
9780789017161ISBN-10
0789017164Edition
1stLanguage
engNotes
Social Marketing has been co-published simultaneously as Journal of Nonprofit & Public Sector Marketing, Volume 9, Number 4 200lPublication classification
A7.1 Edited bookCopyright notice
2001, Haworth PressEditor/Contributor(s)
Michael EwingNumber of chapters
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