Harness commercial marketing techniques to spark social change!American Express, Avon, BMW, Kellogg’s, Liz Claiborne, Mc Donald’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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语言 英语 ● 格式 PDF ● 网页 104 ● ISBN 9781136404207 ● 出版者 Taylor and Francis ● 发布时间 2012 ● 下载 6 时 ● 货币 EUR ● ID 2552353 ● 复制保护 Adobe DRM
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