Social Marketing (Paperback)Michael T. Ewing (author)
Paperback 104 Pages / Published: 25/07/2002
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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!
Publisher: Taylor & Francis Inc
Number of pages: 104
Weight: 159 g
Dimensions: 216 x 156 x 13 mm
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