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Social Marketing : An International Approach - Michael T. Ewing

Social Marketing

An International Approach

By: Michael T. Ewing

eText | 12 October 2012 | Edition Number 1

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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!
Industry Reviews
'The best feature is the shift towards giving more attention to the influence of the EU, globalization and a deeper look at the nature of the labour market. I would like to see a second edition of the text published. After a fallow period, ER is an expanding area of interest again.' John Kimberley, University of Central England 'Generally seems in line with previous text -- which was quite student friendly, generally a popular text on the subject. Required reading -- one of 2 texts recommended for purchase! Leat or Blyton & Turnbull: Dynamics of Employee Relations' Ian Roper, Middlesex University 'Yes -- would meet the needs of the module for which I have been using it -- a third year undergrad module on Employee Relations which forms part of a number of different Business subject degrees. For use in my post grad teaching (part of the CIPD accredited MSc in HRM) the text would need the additional chapter on handling conflict/industrial action referred to. The increasing number of international students on both UG and PG programmes would make a more generic text (as described) useful. Main text for undergrad ER module -- approx 100 students per year. Could also be one of number of recommended texts for PG modules -- varying numbers. Have been using the first edition for UG module -- was planning to change to a more up to date text.' Fiona Oldham, Napier University
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Paperback

Published: 25th July 2002

Available for Backorder. We will order this from our supplier however there isn't a current ETA.

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