Ways to Market Social Responsibility : HBS Working Knowledge

  • Ways to Market Social Responsibility March 28, 2005 Chances are you have precious little money to spend on marketing if you operate a nonprofit.
  • . At the 2005 Conference on Social Enterprise, experts in low-cost marketing of social causes shared a few tricks of their trade.
  • . Those were just a few of the sure-fire marketing ideas that were discussed at the conference session on "Marketing Strategies for Social Enterprise." Though all speakers on the panel represented a wide variety of programs, they shared the belief that cheap marketing can be just as innovative and effective as the expensive kind.
  • . McNair Professor of Marketing at the Harvard Business School, moderated.
  • . Perello, chief marketing officer of the New York City Marketing Development Corporation; and Kristian H.
  • . Certainly, the marketing of heart disease prevention—to take just one example—is different from marketing toothpaste, toasters, or tourism.
  • . But so-called cause marketing can use classical marketing techniques as a starting point and build from there by adding substantive and "stylish" elements to give the brand a human face, said Darigan.

    Marketing Journals - American Marketing Association -
  • site search | Marketing Journals : : Marketing Journals Links to AMA marketing journals, other marketing journals, other related journals and books.
  • . Related Links - Literature and tabulated data on the perception of marketing outlets.
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    Market and survey researchers
  • . Department of Labor Bureau of Labor Statistics Occupational Outlook Handbook Search the Handbook | Printer-friendly version Market and Survey Researchers Significant Points Market and survey researchers need at least a bachelor’s degree, but a master’s degree may be required for employment; continuing education also is important.
  • . degree in marketing or a related field and strong quantitative skills.
  • . Nature of the Work Market, or marketing, research analysts are concerned with the potential sales of a product or service.
  • . Gathering statistical data on competitors and examining prices, sales, and methods of marketing and distribution, they analyze data on past sales to predict future sales.
  • . Market research analysts devise methods and procedures for obtaining the data they need.
  • . Trained interviewers usually conduct the surveys under the market research analyst’s direction.
  • . After compiling and evaluating the data, market research analysts make recommendations to their client or employer on the basis of their findings.

    Marketing research - Wikipedia, the free encyclopedia
  • . Marketing research (also called consumer research ) is a form of .
  • . The field of marketing research as a statistical science was pioneered by with the founding of the Company in .
  • . Contents Other types of business research In addition to marketing research, other forms of business research include: is broader in scope and examines all aspects of a business environment.
  • . Types of marketing research Marketing research techniques come in many forms, including: test marketing - a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market - to test the acceptance of a concept by target consumers - An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product.
  • . The unicist approach integrates the rational/functional aspects of market behavior, with the psychological aspects and the conceptual structure of the consumer.
  • . Some commonly used marketing research terms Many of these techniques resemble those used in political polling and social science research.


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    Marketing - Wikipedia, the free encyclopedia
  • . Topics in Marketing Key concepts / / "" / / / / Promotion / / / Promotional media / / / / Marketing , as suggested by the, is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".
  • . Simply, if it does not facilitate a "sale" then it is not marketing.
  • . Perhaps the simplest Western definition of all was that summarized by in his earlier books as: "Marketing is human activity directed at satisfying needs and wants through exchange processes".
  • . On the other hand, , in the context of a move to relationship marketing, summarized a rather different European view in his definition: "Marketing is to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of the parties involved are met.
  • . However, the most widely accepted definition of marketing on a global scale comes from the (CIM) in the UK which is the largest marketing body in the world in terms of membership.

    Health 'should market like Nike'
  • | QuickFind: Search Health Topics Features Opinion Health Clinics Health 'should market like Nike' [Posted: Fri 19/05/2006] Health services should borrow marketing ideas from big companies like Coca-Cola and Nike, experts have said.
  • . This concept, which is known as social marketing, applies commercial marketing strategies to social good.
  • . The US, Canada, Australia and New Zealand already use such strategies within their health services and studies suggest that social marketing campaigns are successful in tackling issues such as alcohol, tobacco and drug use.
  • . Health services should look to companies such as Coca-Cola for marketing ideas "Like commercial marketing, social marketing should aim to build ongoing, mutually beneficial relationships with us.
  • . They added that for decades, the health sector has watched as big companies have used marketing 'to wreak havoc on public health'.
  • . "Social marketing enables us to fight fire with fire", they said.

    Market Research - Internet World Stats - Global e Marketing
  • . Market Research - a powerful tool for making the right decisions.
  • . Internet Usage Stats and Population Statistics | Country Links and International Directory | Internet Marketing Pages | Site Resources and Services | Country Internet Usage and Telecommunications Reports | ©Copyright 2001-2006, Miniwatts Marketing Group.

  • . Marketing Social Change : Changing behaviour to promote health, social development, and the enviroment.
  • . Fundamentos de Marketing, 2a edición .Editorial Ariel, Barcelona.
  • . Ética del Marketing.
  • . FUNDACIÓN EMPRESA Y SOCIEDAD (1995) Marketing con causa ¿Cómo añadir valor a las marcas vinculándolas a proyectos sociales?, Madrid GUARDÍA MASSÓ R., (1998).
  • . Marketing for the Non Profit Sector Editorial MacMillan Profesional Masters KOTLER PH., (1992).
  • . Dirección de Marketing, 7ª ED., Practice-Hall, Madrid.
  • . Strategic Marketing for Nonprofit.Organizations.
  • . Social Marketing, Strategic for Changing Public Behaviour the Free Press, New York.
  • . MICHAEL J THOMAS, (1983) Social Marketing, Social –Cause Marketing and the Pitfalls Beyond, The Quarterly Review of Marketing, Estados Unidos.
  • . Marketing social la gestión de las causas sociales Editorial.
  • . Ethics and the Marketing Manager, en N.
  • . Quelch, ethics in Marketing, Richard D.
  • . QUINTANILLA PARDO, ISMAEL, BERENGUER CONTRI, GLORIA, Y DÍAZ SÁNCHEZ RICARDO, (1988) Problemas y Desafíos del Marketing Social Editorial ESIC Market, 61.

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    Market Research Portal
  • Home of Market Research Saturday, 17 June 2006 Main Menu JOIN OUR NEWSLETTER Name: Email: Events Calendar June 2006 S M T W T F S 28 29 30 31 1 Latest Resources Popular Resources Written by Nathan Dickman Saturday, 12 June 2004 The Market Research Portal (MRP) offers a host of online resources and research related articles being highly relevant to market research buyers, researchers, newcomers to the industry, students and individuals with an interest in the market research industry.
  • . Other traffic comes from various countries including: Ireland, India, Canada, Australia, The Netherlands and New Zealand.The web site can help in many ways, including… Market Research Buyers If you are working on the client-side you will be keen to hear about the latest market research findings within your industry.
  • . Market Researchers If you are a market or social researcher, how often is the forgotten art of desk research dismissed or not undertaken? Before writing a proposal or starting a new project all researchers should at least undertake some desk research.

    Piano per la Salute della provincia di Modena
  • Approfondimenti Il Marketing per la Salute Sintesi liberamente tratta da: Marketing Social Change - Changing Behavior to Promote Health, Social Development and the Environment Alan R.
  • . Andreasen San Francisco, Jossey-Bass, 1995: 1-33 (Introduction) Il libro è strutturato in modo da fornire punti concettuali e linee guida sul Marketing (MKT) Sociale.
  • . In questo capitolo, che è quello introduttivo, il MKT Sociale viene considerato come "l'applicazione delle tecnologie di Marketing commerciale all'analisi, alla pianificazione, all' esecuzione ed alla valutazione dei programmi ideati per influenzare il comportamento volontario del pubblico target migliorandone il benessere." Questa definizione è del tutto simile a quella di MKT Commerciale descritta da Kotler ed Armstrong nel 1994.

    Social Norms Marketing - Market Research
  • Market Research The audience that the UVa Social Norms Marketing office focuses on is UVa undergraduate students.
  • . The sessions last for one to one and a half hours and are most often led by the Social Norms Marketing undergraduate intern, who has been trained to moderate focus groups under the guidelines of Richard A.
  • . The idea is that by determining the connectors at UVa and their issues of importance, it may be possible to tailor UVa's social norms marketing campaigns to affect a decrease in alcohol consumption.

    Reason: Market Failure or Marketing Failure?: A Decent Factory slams corporate social responsibility
  • . perspective, what flies? When you're marketing human decency, which inequities matter? Despite the confusion, the factory is clearly a better place for Nokia having taken an interest.
  • . Yet unless cause-conscious businesses can stop apologizing and start marketing, CSR will play out as a farce rather than a success story.


    Guardian Unlimited Politics | Special Reports | The marketing of Blairism

  • Go to: · Search: Guardian Unlimited Web Ask Aristotle Find an MP By postcode or place: Or browse the map Search Politics In this section Mammon The marketing of Blairism Nick Mathiason meets Ann Rossiter, head of the Social Market Foundation think-tank, and leading light in the Third Way Sunday July 31, 2005 Last May, Philip Collins, director of the Social Market Foundation (SMF), was parachuted into Number 10 as Tony Blair's top speechwriter and strategic adviser.
  • . 'We're pro-market, but not free market.
  • . We care about what happens to people within markets, ' said Rossiter last week, seated in the characterless basement conference room in Westminster that ministers regularly choose as a venue to unveil key policy initiatives.
  • . She is fiercely critical of competition policy and points to the recent investigation of supermarkets by the Competition Commission, which failed to get to the root of the problem of their massive buying power resulting in small suppliers being treated unfairly.

    Social Marketing: Meeting the Outreach Challenges of Today
  • February 2005 Volume 43 Number 1 Article Number 1IAW1 Social Marketing: Meeting the Outreach Challenges of Today JoAnne Skelly Extension Educator, Carson City / Storey County University of Nevada Cooperative Extension Carson City, Nevada Introduction Extension faces challenges and competition in changing economic times (Varea-Hammond, 2004).
  • . Social marketing is a powerful tool that can improve an individual's, a group's, or a society's welfare.
  • . Social marketing uses traditional marketing strategies to create social change by maximizing audience response.
  • . "Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society" (Andreasen, 1995).
  • . While social marketing may use commercial marketing techniques, it differs from the commercial sector because the primary objective is to influence social behavior rather than to profit the marketing organization (Weinrich, 1999).

    Activities&Responsibilities - Social Marketing - E-Learning Tools - Section 2: Market Segmentation and Target Marketing
  • > > > > > Topics Section 2: Market Segmentation and Target Marketing Market segmentation and target marketing consists of: A.
  • . Segmenting the Market Markets can be populations of: Individuals Groups Organizations Market segmentation is the division of the total market into relatively homogeneous, but distinct segments.
  • . Stages of Change Model A commonly used tool in segmenting a market for social marketing is the "Stages of Change Model" developed by Doctors James Prochaska and Carlo DiClemente.
  • . Part of the research was a psychographic analysis, which segmented the market based on: Current behaviour Perceptions of the benefits of healthy eating and physical activity Need for information on healthy living subjects Current actions/intentions to improve their families' health Four different segments, with different levels of commitment to healthy living and with different information needs, were identified.
  • . Identifying Target Audiences Target marketing is the selection and concentration of marketing resources on one or more market segments.

    Social Enterprise Reporter - The Strategic Marketing Matrix for Social Entrepreneurs®: Part Two - Segmentation Strategies
  • Boschee on Marketing The Strategic Marketing Matrix for Social Entrepreneurs®: Part Two - Segmentation Strategies Jerr Boschee’s column is a regular monthly feature of the Social Enterprise Reporter .
  • . Strategic marketing requires them to make difficult decisions about which programs to expand, nurture, harvest or kill.
  • . Why were they so far off the mark? Because every program has both a “subject” and a “predicate”—a product or service and a target market.
  • . It is not enough to say a nonprofit offers home care services for “people who are developmentally disabled.” To effectively allocate resources, the nonprofit must reduce that mass market to more manageable proportions.
  • . And, as we saw last month, The Strategic Marketing Matrix for Social Entrepreneurs® contains four possible allocation strategies: • Programs high on both the social impact and financial viability scales should be expanded and deserve the bulk of an organization’s resources.
  • . Beginning next month, we’ll examine some of the key questions social entrepreneurs must ask about a target market to determine which allocation strategy is appropriate. @CallCenter