Affiliation:
1. Marketing at the Graduate School of Management, Northwestern University.
2. Department of Marketing, Graduate School of Management and Faculty Associate of the Center for the Interdisciplinary Study of Science and Technology at Northwestern University.
Abstract
Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.
Subject
Marketing,Business and International Management
Cited by
768 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献