... Seymour H. Fine With Foreword by Philip Kotler Originally Published in 1981 by Praeger Publishers. 3 TABLE OF CONTENTS TH... ...SS 14 Social Issues and Causes 14 SOME CONCEPTS AND THEIR ATTRIBUTES 15 INCREASE IN CONCERN WITH IDEAS 17 From Inner to Other-Directedness 17 Vol... ...ED TYPOLOGY OF PRODUCTS 23 The Typology 24 Implications 27 EXCHANGE TRANSACTIONS IN SOCIAL MARKETING 28 Marketing as Exchange and Exchange as Mark... ...ing Exchanges 34 SUMMARY 35 3 IDEA PRODUCERS 36 THE EMERGING CONCEPT SECTOR 36 Government, a Special Case 36 Commercial Firms 37 HOW DO THEY MA... ...troversy-hardly a palatable solution. Another is that idea adoption be mandated by government edict. But the marketing process offers a more orderly ... ...ctions on the spread of ideas have been so relaxed, at least in the United States. Government, church and family are as liberal as they have been at... ...agency in Bolivia introduced a new corn variety in one town. Within two years the local demand for the seed far exceeded the supply. The farmers we... ...n media is vital to getting your given message across and remembered. Federal and local governments are using paid advertising more than ever to sel... ...employed to select respondents, except that team members attempted to include both local and national institutions in the study. Every effort was m...

...An idea is taken for granted in the scheme of things. Someone exclaims, "I've got an idea!" What is it that he has? From where did he get it? How was it transmitted? How might it spread to others? What will be the effect of the acceptance of the idea? Th...