| Author: | Michael T. Ewing | ISBN: | 9781136404276 |
| Publisher: | Taylor and Francis | Publication: | October 12, 2012 |
| Imprint: | Routledge | Language: | English |
| Author: | Michael T. Ewing |
| ISBN: | 9781136404276 |
| Publisher: | Taylor and Francis |
| Publication: | October 12, 2012 |
| Imprint: | Routledge |
| Language: | English |
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!
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!
