The Promise of Social Marketing

Author: Chahid Fourali
Publisher: Routledge
ISBN: 1317018842
Format: PDF, Mobi
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Social marketing is an exciting new field of study that promises much to help alleviate many dilemmas of the human condition. It may be associated with any social project undertaken where human interests (short and long term) override commercial ones. The Promise of Social Marketing examines the potential of this new field to help address effectively local and global issues that most nations are grappling with. It clarifies the history, philosophies, disciplines and techniques associated with best practice and highlights the need to engage with this field to help develop it further, so as to benefit humanity as a whole. There is an ongoing debate about the nature of marketing and whether it is able to fulfill or adapt to both commercial and social objectives. The unifying view is that marketing is a tool that can be used for individual, organizational or social benefits, and the aim of this book is to introduce the reader to an approach that is developing into a promising and rich new science, currently known as Social Marketing. It is a tool that brings hope to improving the world for good. The book guides the reader, step by step, demonstrating how this promising area can be applied to aims as diverse as HIV/AIDS prevention, responsible (global) citizenship, conflict resolution or the promotion of a worthwhile education. It will be of interest to not only those who study marketing, management, business ethics, education and public policy but anybody who’s interest is in improving the human condition.

Young Consumer Behaviour

Author: Ayantunji Gbadamosi
Publisher: Routledge
ISBN: 1351819054
Format: PDF, Mobi
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Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

Marketing Research

Author: Riccardo Benzo
Publisher: SAGE
ISBN: 1526422352
Format: PDF, ePub, Docs
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Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research. To aid students in their research project, each chapter features a collection of learning features, such as: Case studies and international real-world examples Ethics boxes – Highlighting ethical implications in research projects Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections. Suitable reading for students who are undertaking a marketing research project.

Winners Take All

Author: Anand Giridharadas
Publisher: Knopf
ISBN: 0451493257
Format: PDF, Docs
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An insider's groundbreaking investigation of how the global elite's efforts to "change the world" preserve the status quo and obscure their role in causing the problems they later seek to solve. Former New York Times columnist Anand Giridharadas takes us into the inner sanctums of a new gilded age, where the rich and powerful fight for equality and justice any way they can--except ways that threaten the social order and their position atop it. We see how they rebrand themselves as saviors of the poor; how they lavishly reward "thought leaders" who redefine "change" in winner-friendly ways; and how they constantly seek to do more good, but never less harm. We hear the limousine confessions of a celebrated foundation boss; witness an American president hem and haw about his plutocratic benefactors; and attend a cruise-ship conference where entrepreneurs celebrate their own self-interested magnanimity. Giridharadas asks hard questions: Why, for example, should our gravest problems be solved by the unelected upper crust instead of the public institutions it erodes by lobbying and dodging taxes? He also points toward an answer: Rather than rely on scraps from the winners, we must take on the grueling democratic work of building more robust, egalitarian institutions and truly changing the world. A call to action for elites and everyday citizens alike.

Matterness

Author: Allison H Fine
Publisher:
ISBN: 9780990577706
Format: PDF
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The threat of a connected world creates a deep-in-the-gut fear for many leaders. The Internet and especially social media shout: Danger! Personal lives, careers, businesses, and organizations are all at risk of damage so overwhelming it doesn't even have a name. Is it the risk of public failure? Having to do things differently? Loss of control over the dialogue? Bad reviews of us or our organizations? Attacks by whackadoodles? All of the above? What is so frightening? Fear of losing control over every little detail prevents attention to details that do matter. Meanwhile precious energy is lost protecting yourself and your organization from change that's not fully understood or appreciated. Exhaustion and inertia kick in. Bottom lines go red. Now that is the truly scary stuff. Readers of Matterness will escape this trap. Matterness: Recognizes with the real and imagined dangers of social media without coddling Emphasizes the dignity and value of each person's voice in a truly connected world Gets to the heart of why so many people feel powerless when they should be feeling powerful Uncorks and pours a tall measure of perspective on the remarkable opportunities of the social age, and a bit of fire-in-the-belly encouragement to make the most of them This book explains that we don't need better people; we need better leaders who focus on the stuff that matters. When people matter the most, the priorities change. We begin to see our organizations from the outside in, listen to suggestions and ideas, work with and not at other people and organizations. When we're in conversation and connected we can direct how we want to work, get to the essence of our personal or professional goals, and make work manageable and enjoyable again. If Customer Relations, HR, and Leadership had a social media lovechild, they'd call it Matterness.

How to Change the World

Author: David Bornstein
Publisher: Oxford University Press
ISBN: 9780199779543
Format: PDF, Docs
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Now published in more than twenty countries, David Bornstein's How to Change the World has become the bible for social entrepreneurship--in which men and women around the world are finding innovative solutions to a wide variety of social and economic problems. Whether delivering solar energy to Brazilian villagers, expanding work opportunities for disabled people across India, creating a network of home-care agencies to serve poor people with AIDS in South Africa, or bridging the college-access gap in the United States, social entrepreneurs are pioneering problem-solving models that will reshape the 21st century. How to Change the World provides vivid profiles of many such individuals and what they have in common. The book is an In Search of Excellence for social initiatives, intertwining personal stories, anecdotes, and analysis. Readers will discover how one person can make an astonishing difference in the world. The case studies in the book include Jody Williams, who won the Nobel Peace Prize for the international campaign against landmines she ran by e-mail from her Vermont home; Roberto Baggio, a 31-year old Brazilian who has established eighty computer schools in the slums of Brazil; and Diana Propper, who has used investment banking techniques to make American corporations responsive to environmental dangers. The paperback edition will offer a new foreword by the author that shows how the concept of social entrepreneurship has expanded and unfolded over the last few years, including the Gates-Buffetts charitable partnership, the rise of Google, and the increased mainstream coverage of the subject. The book will also update the stories of individual social entrepreneurs that appeared in the cloth edition.

Social marketing

Author: Philip Kotler
Publisher: Free Pr
ISBN:
Format: PDF, ePub
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Outlines hows groups devoted to social change can effectively utilize their resources to maximize results, providing a marketing framework for social campaigning and targeting consumer groups

The Principal

Author: Maire Daley
Publisher: Trentham Books Limited
ISBN: 9781858568447
Format: PDF, Kindle
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This collection examines how power is exercised and experienced in the Further Education sector. The sequel to Further Education and the Twelve Dancing Princesses, this book is similarly playful, but deadly serious in intent. Using Machiavelli's celebrated and contested treatise The Prince as a metaphorical guide, the contributors each take a different perspective to interrogate leadership, agency and professionalism in FE. The scope of The Principal is as wide as the sector, with chapters on adult education and the FE systems throughout the UK and in Ireland and Australia. The writers share a fierce commitment to FE and this book is a must-read for anyone who cares about how and where the FE sector is being led.

A Dictionary of Marketing

Author: Charles Doyle
Publisher: Oxford University Press
ISBN: 0191059609
Format: PDF, Kindle
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A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the World Wide Web on advertising, and the increased influence of social media and search engines on advertising and the rise of global brand management. Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, including advertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilised successfully in practice across the globe. This dictionary is an indispensable resource for students of marketing and related disciplines, as well as a practical guide for professional practitioners and people with a general interest in marketing.

Writing on the Wall

Author: Tom Standage
Publisher: A&C Black
ISBN: 1408842076
Format: PDF, Kindle
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Today we are endlessly connected: constantly tweeting, texting or e-mailing. This may seem unprecedented, yet it is not. Throughout history, information has been spread through social networks, with far-reaching social and political effects. Writing on the Wall reveals how an elaborate network of letter exchanges forewarned of power shifts in Cicero's Rome, while the torrent of tracts circulating in sixteenth-century Germany triggered the Reformation. Standage traces the story of the rise, fall and rebirth of social media over the past 2,000 years offering an illuminating perspective on the history of media, and revealing that social networks do not merely connect us today ? they also link us to the past.