...er Originally Published in 1981 by Praeger Publishers. 3 TABLE OF CONTENTS THE MARKETING OF IDEAS AND SOCIAL ISSUES 1 TABLE OF ... ...BLE OF CONTENTS 3 FOREWORD 6 PREFACE 7 GLOSSARY 9 INTRODUCTION 10 1 THE NATURE OF IDEAS AND SOCIAL ISSUES 12 ORIGINATION, MATURATION AND ADOPTIO... ...cope Broadening" Debate 22 Social Marketing: Two Meanings 23 A BROADENED TYPOLOGY OF PRODUCTS 23 The Typology 24 Implications 27 EXCHANGE TRANSAC... ...eated an enormous boom for flowers and plants and reshaping marketing programs for cosmetics" with Revlon featuring milk treatments, Rubenstein prom... ...cosmetics" with Revlon featuring milk treatments, Rubenstein promoting Herbessence cosmetics and Clairol introducing a Herbal Essence shampoo. Noti... ...heir mission is nonprofit. The obvious examples are foreign airlines and shipping companies"). A Tangible-Abstract Product Dimension The second... ...) lists profit-making services such as those offered by travel agencies, insurance companies, purveyors of the performing arts and any items from cel... ...he car rental business, or do we provide transportation? For another example, the cosmetics producer Charles Revson, is said to have remarked, "We d... ...r its casino (a service) in Atlantic City or the idea of legalized gambling. Oil companies, in what appeared as a strategy of the demarketing of th...

...An idea is taken for granted in the scheme of things. Someone exclaims, "I've got an idea!" What is it that he has? From where did he get it? How was it transmitted? How might it spread to others? What will be the effect of the acceptance of the idea? These are some o...