Social Marketing

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!

Preface
Introduction	p. 1
Narrowing the Concept of Marketing	p. 5
A Field Experiment Comparing the Effectiveness of "Ambush" and Cause Related Ad Appeals for Social Marketing Causes	p. 25
Charitable Donations as Social Exchange or Agapic Action on the Internet: The Case of Hungersite.com	p. 47
The Dark Side of Globalization and Liberalization: Helplessness, Alienation and Ethnocentrism Among Small Business Owners and Managers	p. 63
The Impact of Social Marketing on Social Engineering in Economic Restructuring	p. 75
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Summary

Table of Contents

Supplemental Materials