...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... ...4 5 Differences 104 CONCEPTUAL FRAMEWORK 106 Perception 106 Attitudes 107 Cultural Values 107 Group Influence 109 Personality 110 CONTRAS... ...possessions. It tends to become more interested :c in such thrusts as ecology and cultural inventories" (Lazer and Kelley 1973, p. 489). In the ... ...ze about utility that consumers derive from these goods, marketers investigate the properties inherent in product offerings that are capable of provi... ...enomena. That is the theme of this book and it is also the theme of a work by the cultural anthropologist Belshaw who indeed maintains that "all end... ...nefits: In August 1945, a rumor spread to the effect that Russia declared war on Japan only because Russia received in exchange the secret of the ... ...f films as idea channels (Brembeck and Howell 1976, p. 39). On the other hand, in Japan, which endures the highest per-capita consumption of cigaret...

...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...