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Dynamics of Competitive Advantage and Consumer Perception in Social Marketing

Book Description

Although social marketing is generally associated with communication activities and mass media, there exists a broader scope of social marketing that utilizes a systematic approach to defining concepts, behaviors, and products for promotion and distribution. Dynamics of Competitive Advantage and Consumer Perception in Social Marketing explores important social issues that call for reform such as healthcare, self-perceptions, and corporate responsibilities to the environment. This publication will guide readers in the understanding and appreciation of social marketing and give insight to how it can be used to positively alter social conscience and create social change.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  5. Dedication
  6. Preface
  7. Acknowledgment
  8. Section 1: Social Marketing and Dynamics of Change
    1. Chapter 1: Marketing or Social Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. SOCIAL MARKETING PERSPECTIVES
      4. CONCLUSION
    2. Chapter 2: Addressing Healthcare On-Line Demand and Supply Relating to Mental Illness
      1. ABSTRACT
      2. INTRODUCTION
      3. REPRESENTING THE SOCIAL WORLD:
    3. Chapter 3: Millennium Development Goals
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND AND CURRENT STATUS
      4. CURRENT STATUS AND PROGRESS
      5. CREATIVE CAPITALISM
      6. CURRENT BUSINESS EXEMPLARS
      7. CONCLUSION
      8. APPENDIX
  9. Section 2: Dynamics of Competitive Sustainable Advantage
    1. Chapter 4: Applying Social Marketing to Healthcare
      1. ABSTRACT
      2. INTRODUCTION
      3. DEFINING SOCIAL MARKETING
      4. THEORETICAL FOUNDATIONS
      5. APPLICATION OF SOCIAL MARKETING THEORY AND PRINCIPLES TO HEALTHCARE
      6. APPLYING SOCIAL MARKETING PROGRAM
      7. SOCIAL MARKETING STRATEGIES TO CHANGE YOUNG ADULTS BEHAVIOR
      8. OPPORTUNITIES AND CHALLENGES
    2. Chapter 5: Dynamics of Competitive Sustainable Advantage
      1. ABSTRACT
      2. INTRODUCTION
      3. A HISTORICAL DIGRESSION
      4. SUSTAINABILITY AS A BUSINESS OPPORTUNITY
      5. A FRAMEWORK FOR INTERPRETING THE VALUE OF SUSTAINABILITY
      6. THE PATAGONIA CASE
      7. TOWARDS A NEW CAPITALIST MODEL: SHARED VALUE
    3. Chapter 6: Place @-Branding and European Capitals
      1. ABSTRACT
      2. INTRODUCTION
      3. INVESTIGATING E-BRANDING IDENTITY THROUGH THE CITY VISITING CARDS
      4. FLYING OVER THE HISTORIC EUROPEAN CAPITALS WITH GOOGLE EARTH
      5. INVESTIGATING E-BRANDING IMAGE THROUGH SOCIAL NETWORKS
      6. E-BRANDING IDENTITY AND E-BRANDING IMAGE: THE TWO PROFILES OF THE HISTORIC EUROPEAN CAPITALS
    4. Chapter 7: Increasing the Relevance of Masti Condoms for Consumers
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. CONCLUSION
  10. Section 3: Social Marketing and Social Networks
    1. Chapter 8: A Social Network Strategy for the Social Marketing of Online Courses and Learning Resources in Higher Education
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MARKETING ONLINE COURSES IN A HIGHER EDUCATION CONTEXT
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. NOTE
    2. Chapter 9: Strong Value Proposition through Social Media Tools
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. SOCIAL MEDIA: AN OVERVIEW
      5. CONCLUSION
    3. Chapter 10: Using Social Marketing to Encourage the Purchase of Fuel-Efficient Vehicles
      1. ABSTRACT
      2. INTRODUCTION
      3. CONSUMER AUTOMOTIVE PURCHASE DECISION-MAKING
      4. SUMMARY
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
  11. Section 4: Dynamics of Consumer Perceptions
    1. Chapter 11: Employing Consumer Perception Insights to Address Dissonance and Increase Product Acceptance
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. RESULTS
      6. RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
    2. Chapter 12: Should I Recycle or Not?
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE JOINT INFLUENCE OF ATTITUDE STRENGTH AND SOCIAL PRESSURE
      5. EXPERIMENT 1
      6. EXPERIMENT 2
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    3. Chapter 13: Impact of Corporate Communication on Consumer Behavior
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW: IMPACT OF CORPORATE COMMUNICATION ON CONSUMER BEHAVIOR
      4. 3. RESEARCH METHODOLOGY
      5. 4. RESULTS AND DISCUSSION
      6. 5. MANAGERIAL IMPLICATIONS AND LIMITS OF THE RESEARCH
      7. APPENDIX
    4. Chapter 14: How Advertising Beauty Influences Children’s Self-Perception and Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH
      5. METHODOLOGY
      6. RESEARCH RESULTS
      7. SOLUTIONS AND RECOMMENDATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
    5. Chapter 15: Cause-Related Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. CONSUMER PERCEPTIONS OF PHILANTHROPY
      4. CONSUMERS’ EVALUATIONS
      5. CONSUMERS INFORMATION PROCESSING AND EVALUATION
      6. SCHEMER SCHEMA
      7. NEGATIVITY EFFECT
      8. PROCESS INDUCED AFFECT
      9. ASPIRATION OF THE PHILANTHROPIC ACTIVITY: CAUSE RELATED MARKETING
      10. ADVANTAGES OF CRM
      11. DISADVANTAGES OF CRM
      12. OTHER ISSUES AND CHALLENGES
      13. CONCLUSION
  12. Compilation of References
  13. About the Contributors