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Company Benefits and Social Benefits : = Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Company Benefits and Social Benefits :/
其他題名:	Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs.
作者:	Sadek, Nashwa Nader.
面頁冊數:	1 online resource (117 pages)
附註:	Source: Masters Abstracts International, Volume: 56-05.
Contained By:	Masters Abstracts International56-05(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9781369863604

Company Benefits and Social Benefits : = Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs.
Sadek, Nashwa Nader.

Company Benefits and Social Benefits :Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs. - 1 online resource (117 pages)

Source: Masters Abstracts International, Volume: 56-05.

Thesis (M.S.)--The Florida State University, 2017.

Includes bibliographical references

The aim of this thesis was to present social marketing to multinational consumer goods companies as a concept that, unlike commercial marketing, not only benefits the company but also benefits society. Through in-depth interviews and document analysis, this thesis qualitatively analyzed two social marketing campaigns, one launched by Nestle Pakistan and the other by Henkel Egypt. Using the social exchange theory as a framework for analysis, this thesis offers examples and types of benefits that companies and society gain from social marketing. Additionally, this thesis illustrates some of the challenges of social marketing, demonstrating ways and strategies to address these challenges and maximize the benefits of social marketing for the company and society. Most importantly, this thesis identifies ways in which consumer goods companies can fund social marketing campaigns without increasing their overall budgets.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369863604Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Company Benefits and Social Benefits : = Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs.
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520 $a The aim of this thesis was to present social marketing to multinational consumer goods companies as a concept that, unlike commercial marketing, not only benefits the company but also benefits society. Through in-depth interviews and document analysis, this thesis qualitatively analyzed two social marketing campaigns, one launched by Nestle Pakistan and the other by Henkel Egypt. Using the social exchange theory as a framework for analysis, this thesis offers examples and types of benefits that companies and society gain from social marketing. Additionally, this thesis illustrates some of the challenges of social marketing, demonstrating ways and strategies to address these challenges and maximize the benefits of social marketing for the company and society. Most importantly, this thesis identifies ways in which consumer goods companies can fund social marketing campaigns without increasing their overall budgets.
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