Leveraging Customer Information to Develop Sequential Communication Strategies:
A case study of charitable-giving behavior
James W. PeltierUniversity of Wisconsin-WhitewaterJohn A. SchibrowskyUniversity of Nevada andDon E. SchultzMedill School of Journalism, Northwestern University
Marketing as a discipline has long been criticized for its focus on corporate rather than consumer welfare. These criticisms contributed to the rise in research on 'social' marketing, with its emphasis on how marketing efforts can enhance society's well being and quality of life (Bloom and Novelli, 1981).
SOCIAL MARKETING: HISTORICAL PERSPECTIVE
Social marketing efforts differ from traditional marketing in that they are...