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Social marketing : perspectives and viewpoints

Author: William Lazer; Eugene J Kelley
Publisher: Homewood, Ill. : R.D. Irwin, 1973.
Edition/Format:   Print book : EnglishView all editions and formats
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Additional Physical Format: Online version:
Lazer, William.
Social marketing: perspectives and viewpoints.
Homewood, Ill., R.D. Irwin, 1973
(OCoLC)756466757
Document Type: Book
All Authors / Contributors: William Lazer; Eugene J Kelley
ISBN: 0256002843 9780256002843
OCLC Number: 661710
Description: xiii, 505 pages : illustrations ; 23 cm
Contents: [Part] 1. Social marketing: a conceptual framework --
A. Marketing's changing social role: conceptual foundations --
1. Marketing's changing social relationships / William Lazer --
2. The growing responsibilities of marketing / Robert J. Lavidge --
3. Broadening the concept of marketing / Philip Kotler and Sidney J. Levy --
4. Economic man vs. social man / David P. Eastburn --
B. The development of social marketing --
5. Dimensions of social marketing / William Lazer --
6. Social marketing: an approach to planned social change / Philip Kotler and Gerald Zaltman --
7. Social responsibility and market performance / M. Neil Browne and Paul F. Haas --
8. A generic concept of marketing / Philip Kotler --
[Part] 2. Consumers, consumerism, and marketing --
A. Nature and development --
9. What consumerism means for marketers / Philip Kotler --
10. Consumerism: an interpretation / Richard H. Buskirk and James T. Rothe --
11. New opportunities in consumerism / E. Patrick McGuire --
B. Responses and implications --
12. Responding to consumerism / David S.R. Leighton --
13. Marketers fiddle while consumers burn / E.B. Weiss --
14. The growing impact of consumerism on marketing-government relationships / Virginia Knauer --
15. The consumer movement and public policy development / William Lazer --
[Part] 3. Marketing activities: social perspectives --
A. Social and ethical responsibilities of marketing --
16. Integrating social feedback and social audits into corporate planning / Harry A. Lipson, Eugene J. Kelley, and Seymour Marshak --
17. Marketing ethics and the consumer / Earl A. Clasen --
18. A model for ethics in marketing / Robert Bartels --
19. What are the social and ethical responsibilities of marketing executives? / James M. Patterson --
20. Changing the social contract: a role for business / Melvin Anshen --B. Business and the quality of life --
21. Business and the quality of life / Peter F. Drucker --
22. Redeploying market resources toward new priorities: the new "consumer demand" / Hazel Henderson --
23. The arts and the corporation / Arnold Gingrich --
24. Next big industry: environmental improvement / James Brian Quinn --
C. Governmental impact on the marketplace --
25. Perspective on public policy: comments on the "great debate" / Louis W. Stern --
26. Some observations on the impact of antitrust merger policy on marketing / John C. Narver --
27. The Federal Trade Commission and the regulation of advertising in the consumer interest / Dorothy Cohen --
28. Business responsibility toward the market / E.T. Grether --
29. Consumer protection via self-regulation / Louis L. Stern --
[Part] 4. Social interfaces of the marketing mix --
A. Product-services --
30. The socio-ecological product / Etienne Cracco --
31. Product risk to consumers / National Commission on Product Safety --
32. Guidelines for warranty service after sale / George Fisk --
33. The package, legislation, and the shopper / David M. Gardner --
34. The consumer-business partnership / Frank E. McLaughlin --
B. Communications --
35. Advertising: attacks and counters / Stephen A. Greyser --
36. Morality in advertising: a public imperative / William G. Capitman --
37. Children and promotion: new consumer battleground? / Scott Ward --
38. Point of view: consumerism and consumer research / A.B. Blankenship --
C. Distribution --
39. Recycling solid wastes: a channels-of-distribution problem / William G. Zikmund and William J. Stanton --
40. Marketing to low-income neighborhoods: a systems approach / Kelvin A. Wall --
41. Better deal for ghetto shoppers / Frederick D. Sturdivant --
42. Do the poor pay more? / Charles S. Goodman.
Responsibility: William Lazer, Eugene J. Kelley.

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