Tabla de contenidos provista por Syndetics

• Preface(p. vii)
• 1 Social Marketing: A Conceptual Framework(p. xv)
• A Marketing's Changing Social Role: Conceptual Foundations(p. 3)
• 2 The Growing Responsibilities of Marketing(p. 25)
• Conclusions(p. 30)
• 3 Broadening the Concept of Marketing(p. 31)
• 4 Economic Man Vs. Social Man(p. 42)
• B the Development of Social Marketing(p. 46)
• 5 Dimensions of Social Marketing(p. 47)
• 6 Social Marketing: An Approach to Planned Social Change(p. 52)
• 6 Social Marketing: An Approach to Planned Social Change(p. 69)
• Conclusion(p. 74)
• 8 A Generic Concept of Marketing(p. 75)
• Bibliography(p. 91)
• 2 Consumers, Consumerism, and Marketing(p. 93)
• A Nature and Development(p. 110)
• 10 Consumerism--An Interpretation(p. 111)
• 11 New Opportunities in Consumerism(p. 119)
• B Responses and Implications(p. 124)
• B Responses and Implications(p. 124)
• 13 Marketers Fiddle While Consumers Burn(p. 133)
• 14 The Growing Impact of Consumerism on Marketing- Government Relationships(p. 147)
• 15 The Consumer Movement and Public Policy Development(p. 154)
• Introduction(p. 154)
• Bibliography(p. 169)
• 3 Marketing Activities: Social Perspectives(p. 171)
• A Social and Ethical Responsibilities of Marketing(p. 174)
• 17 Marketing Ethics and the Consumer(p. 192)
• Conclusion(p. 203)
• 18 A Model for Ethics in Marketing(p. 204)
• 19 What Are the Social and Ethical Responsibilities of Marketing Executives?(p. 217)
• 20 Changing the Social Contract: A Role for Business(p. 223)
• B Business and the Quality of Life(p. 236)
• 21 Business and the Quality of Life(p. 237)
• 22 Redeploying Market Resources Toward New Priorities: The New "Consumer Demand"(p. 246)
• 23 The Arts and the Corporation(p. 258)
• 24 Next Big Industry: Environmental Improvement(p. 263)
• 24 Next Big Industry: Environmental Improvement(p. 281)
• C Governmental Impact on the Marketplace(p. 283)
• 25 Perspective on Public Policy: Comments on the "Great Debate"(p. 284)
• 26 Some Observations on the Impact of Antitrust Merger Policy on Marketing(p. 297)
• 27 The Federal Trade Commission and the Regulation of Advertising in the Consumer Interest(p. 312)
• Summary(p. 320)
• 28 Business Responsibility Toward the Market(p. 321)
• Conclusions(p. 335)
• 29 Consumer Protection Via Self-Regulation(p. 336)
• 29 Consumer Protection Via Self-Regulation(p. 346)
• Bibliography(p. 348)
• 4 Social Interfaces of the Marketing Mix(p. 351)
• A Product-Services(p. 353)
• 30 The Socio-Ecological Product(p. 354)
• 31 Product Risk to Consumers National Commission on Product Safety(p. 364)
• 32 Guidelines for Warranty Service After Sale(p. 377)
• 33 The Package, Legislation, and the Shopper(p. 386)
• Conclusion(p. 386)
• 34 The Consumer-Business Partnership(p. 393)
• B Communications(p. 399)
• 35 Advertising: Attacks and Counters(p. 400)
• 36 Morality in Advertising-- a Public Imperative(p. 415)
• 38 Point of View: Consumerism and Consumer Research(p. 436)
• C Distribution(p. 442)
• 39 Recycling Solid Wastes: A Channels-Of-Distribution Problem(p. 443)
• Conclusion(p. 452)
• 40 Marketing to Low-Income Neighborhoods: A Systems Approach(p. 453)
• 41 Better Deal for Ghetto Shoppers(p. 462)
• Conclusion(p. 473)
• 42 Do the Poor Pay More?(p. 475)
• Bibliography(p. 487)
• Editorial Postscript(p. 488)
• Author Index(p. 495)