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New Product Ideas: From the Mind to the Market

✍ Scribed by Kimberly Mroweic Toter


Book ID
117002736
Publisher
Elsevier Science
Year
1987
Tongue
English
Weight
873 KB
Volume
45
Category
Article
ISSN
0001-2092

No coin nor oath required. For personal study only.


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In 1971, Kotler and Zaltman developed a formal planning process for social marketing. But this article highlights the marketing of the idea of Britain's moral cause to American women in 1939 -41, a clever example of social marketing thinly disguised to avoid the abhorrence attached to propaganda. Th