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Social Marketing

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? of this 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 sid.

Introduction Marketing is under fire. The challenges fall into several categories
but include questions about the costs of marketing and the consumerist values
that marketing is perceived to promote. Calls for legislation and regulation to
counter alleged marketing “abuses” are becoming more strident (Day and
Montgomery, 1999). Marketers must address these issues and articulate more
effectively the discipline's multi-faceted contributions to society. Ironically it is now
more than three ...