... 2 The Marketing of Ideas and Social Issues Seymour H. Fine With Foreword by Philip Kotler Origina... ... 2 The Marketing of Ideas and Social Issues Seymour H. Fine With Foreword by Philip Kotler Originally Publish... ...eir task from a variety of perspectives, but rarely a marketing one. In this book Seymour Fine describes how ideas and issues can be more effective... ...ative offerings vying for the consumer's time and attention, beyond just competing brands. To fabricate what may be a farfetched illustration, Gene... ...le." The presence of technical marketing terms bothered a few respondents: "Dear Seymour, You were doing fine until Question 19 and then your acad... ...epts: In the marketing context, it is very difficult to define the attributes of brands that give rise to differences in the worth of those brands... ...on trialability and then segmenting the market on the basis of fear appeals. (Some British "Think Before You Drink Before You Drive" commercials pull... ...product positioning involves the following: a) Determining just what the competing brands are. They could be other brands of the same class, or they... ... Ill. : Free Press. Pol1ay, Richard W. 1968. " A Model of Family Decision Making." British Journal of Marketirzg 33, 206-16. Pool, Ithiel De Sola, ...