... 2 The Marketing of Ideas and Social Issues Seymour H. Fine With Foreword by Philip Kotler Origina... ... 2 The Marketing of Ideas and Social Issues Seymour H. Fine With Foreword by Philip Kotler Originally Publish... ... FOR CONCEPTS 77 An action network. 77 INTERMEDIARY DISSEMINATORS OF CONCEPTS 78 Mass Media 78 INTERPERSONAL CHANNELS 81 THE CONSUMER'S PLACE IN ... ...eir task from a variety of perspectives, but rarely a marketing one. In this book Seymour Fine describes how ideas and issues can be more effective... ...iefly in Chapter one to provide a context for ideas. There exists a large and rich body of literature on the subject of social change (for example, ... ...timately to conclusions {Figure 1.1 ). Societally, that is, aggregatively {macro), mass adoption of an idea frequently brings about social change. Al... ...the criterion upon which the segmentation scheme is to be based. There is a large body of literature dealing with the choice of segmenting criteria... ...roots in other social science literature. The indices are: The decision worth index: attempting to measure relative attitude toward the two focu... ...by asking "How much time and effort is the purchase decision worth ? The diffusion index: a measure of group influence asking for the number of peopl...