Version 2 2024-06-06, 12:15Version 2 2024-06-06, 12:15
Version 1 2019-09-19, 09:04Version 1 2019-09-19, 09:04
book
posted on 2024-06-06, 12:15authored byMichael T Ewing
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 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
1-1
ISBN-13
9780789017161
ISBN-10
0789017164
Edition
1st
Language
eng
Notes
Social Marketing has been co-published simultaneously
as Journal of Nonprofit & Public Sector Marketing, Volume 9,
Number 4 200l