Consumer-dominant social marketing: a definition and explication

Social Marketing: Its Definition and Domain

I t is clear that the temi social marketing is now a wellestablished part of the marketing vocabulary in universities, govemmetit agencies, private nonprofit organizations, and private for-profit firms. There are now social marketing textbooks (Kotler and Roberto 1989; Manoff 1975), readings books (Fine 1990), chapters within mainstream texts (Kotler and Andreasen 1991) and a Harvard teaching n...

Consumer dominant value creation: a theoretical response to the recent call for a consumer dominant logic for marketing

Blog Marketing: A Consumer Perspective

The phenomenon of blogs is growing rapidly and is expected to increase even in a more rapid pace (Technorati, 2006, November 6). As Wright (2006) discuss; blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research tha...

An Explication of Social Norms

This article identifies four factors for consideration in norms-based research to enhance the predictive ability of theoretical models. First, it makes the distinction between perceived and collective norms and between descriptive and injunctive norms. Second, the article addresses the role of important moderators in the relationship between descriptive norms and behaviors, including outcome ex...

Marketing schools and consumer choice

States that the concept of marketing is regarded with suspicion by many in education because of its commercial implications. Marketing is seen as a potential tool for the application of market forces and is therefore regarded as ethically undesirable. Argues that the methods and ideology of commercial marketing, if properly understood and correctly applied by professionals in education, can be ...