...MEDIARY DISSEMINATORS OF CONCEPTS 78 Mass Media 78 INTERPERSONAL CHANNELS 81 THE CONSUMER'S PLACE IN "PLACE" 84 DESIGNING AND ORGANIZING THE CHANN... ...RATEGY FOR THE PRIVATE SECTOR INITIATIVE PROGRAM 99 Promotion. 99 SUMMARY 102 9 CONSUMER RESEARCH IN SOCIAL MARKETING 103 IS THERE A "SOCIAL" CON... ...em marketing concepts. We have to assume that all ideas enter a marketplace where consumers of ideas are exposed to multiple claims and counterclai... ...7 PREFACE The objective of this work is to investigate meeting grounds where the theory and practice of marketing overlap with processes of dissem... ...usiness of proposing and diffusing concepts, such as freedom of the press, nudism, consumer cooperatives, or "Join the Peace Corps." (a more complet... ...pectively. Part III presents a real-world application (Chapter 8), then considers consumers of concepts (Chapter 9) and finally market segmentation... ...rigorous … (but) specialized and narrow" (p. 60). This book attempts to bridge the theory /practice gap, first by postulating concepts such as a pre... ...upon which their wishes 11 safely can be carried out. That at any rate is the theory of our constitution. (Oliver Wendell Holmes [ 1919) in Abr... ...rs are sequenced to suit the reader having little or no familiarity with marketing theory. Those with some grounding in the subject might first perus...