Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heteroge...

This chapter is based on research conducted in cooperation with 12Snap, the leading European mobile marketing company, which has implemented large-scale mobile advertising campaigns with companies such as McDonald’s, Nestlé, Microsoft, Coca-Cola, Adidas, and Sony. To set the overall stage, we first discuss the advantages and disadvantages of the mobile phone in comparison to other marketing med...

Seeding strategies have a major influence on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models produced conflicting recommendations about the optimal seeding strategy. We therefore compare four different seeding strategies in two complementary small-scale field experiments as well as in one real-life viral marketing campaign that inv...

Community-based social marketing is a relatively new approach in marketing which makes use of social networks within communities to disseminate marketing messages in a information campaign. Agent-based models can be used as a tool for exploring the sensitivity of such campaigns to the structure of social networks within target communities. We develop an agentbased model for a social marketing c...

The collapse of the traditional social ties, the advance of the mass media and the advent of political marketing have altered the structure and the direction of electoral campaigns. Present-day media-mediated electoral campaigns are hotly debated. On one side are those who claim that campaigns simplify political reality, manipulate voters, encourage voting apathy and in the long run contribute ...

Background:Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a non-profit manner. The main purpose of this study is to examine the effectiveness of social marketing on changing the physical activity of the elderly. Second, this study seeks to determine the extent to which Andreasonchr('39')...

SOCIAL MARKETING - SEDUCTION WITH THE AIM OF HEALTHY BEHAVIOR? Social marketing is the use of marketing principles to design and implement programs that promote socially beneficial behaviour change. Contrary to the marketing of consumption goods, social marketing does not deal with material products, but with behaviour, e. g. not smoking. This 'product' has a basic benefit (i. e. reduction of h...

Given the vast amount of data generated by customers’ online and offline purchases, many organizations today are turning to data analytics to help design their direct marketing campaigns and introduce personalized promotions for customers. Data analytics allows companies to implement more effective market segmentation strategies, customize promotional offers, allocate marketing resources effici...

This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes tow...

political marketing shares many characteristics in common with marketing in the business world. in business marketing , sellers dispatch goods, services, and communications[e.g.advertising] to the market and in return, money [consumer purchases], information [consumer research], and customer loyalty are received. in political campaigns, candidates dispatch promises , favors , policy preferences...