𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Woman to women: Social marketing an idea to the new world

✍ Scribed by Laurie Holden; Alfred C. Holden

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
180 KB
Volume
15
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

✦ Synopsis

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. The authors show how Ruth Drummond's letters in Ladies' Home Journal contain an effective mix of communication elements dedicated to winning women to a way of thinking that they had rejected initially.

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