Social Marketing

1st Edition

Michael T. Ewing

Routledge
Published July 25, 2002
Reference - 100 Pages
ISBN 9780789017178 - CAT# HW14553

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Summary

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!

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