IGI Global Dynamics of Competitive Advantage in Social Marketing

Go beyond simple communication activities and mass media with this deep dive into the systematic approach of social marketing. Dynamics of Competitive Advantage and Consumer Perception in Social Marketing explores how defining concepts, behaviors, and products can drive real change in society. This book examines important social issues that require reform, such as healthcare, self-perceptions, and corporate responsibilities to the environment. It provides a framework for understanding how social marketing functions as a tool for both promotion and distribution of beneficial ideas and behaviors. Readers will gain insight into the mechanics of consumer perception and how competitive advantages are built within a social context. This publication serves as a guide for those seeking to understand the broader scope of social marketing and its application to modern societal challenges.