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The Marketing of Ideas and Social Issues

By: Seymour Fine

... 2 The Marketing of Ideas and Social Issues Seymour H. Fine With Foreword by Philip Kotler Origina... ...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... ... The Marketing Concept 20 The Marketing Approach As Problem Solving. 20 IDEAS AS PRODUCTS: SOCIAL MARKETING 21 Deriving benefits from product offe... ...e Broadening" Debate 22 Social Marketing: Two Meanings 23 A BROADENED TYPOLOGY OF PRODUCTS 23 The Typology 24 Implications 27 EXCHANGE TRANSACTIO... ...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... ... press, nudism, consumer cooperatives, or "Join the Peace Corps." (a more complete list appears in Table 1.1.) It is also useful in the marketing o... ...ctor encompasses a large variety of "products" (see Table 1.1) and includes a long list of institutions engaged in the marketing of these products. T... ...njoys better earnability, which in turn, improves productivity. Many large firms, IBM for example, maintain onsite staff to help employees with per...

...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...

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