American Express, Avon, BMW, Kellogg's, Liz Claiborne, McDonald's, Reebok, and other corporations have embraced social and cause-related marketing as a way to connect with their customers. This vital book examines the "how" and "why" of this growing trend in marketing. Social Marketing brings you an overview of recent global developments in social marketing, a study comparing the effectiveness of a CRM program with that of "ambush" advertising, a case study of Hungersite.com that investigates motivations for donating time, money, and other resources to charities, a wary look at the "darker side" of globalisation and liberalization, and more!