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Book Reviews

BOOK REVIEWS

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Pages 91-95 | Published online: 08 Sep 2008

REFERENCES

  • Andreasen , Alan A. and Drumwright , Minette E. 2001 . “ Alliances and ethics in social marketing ” . In Ethics in Social Marketing Edited by: Andreasen , Alan A. and Drumwright , Minette E. 95 – 124 . Washington, DC : Georgetown University Press. .
  • Deshpande , Sameer and Hitchon , Jacqueline . 2002 . Cause-related marketing ads in the light of negative news . Journalism and Mass Communication Quarterly , 79 ( 4 ) : 905 – 926 .
  • Prahalad , C. K. 2005 . The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits Upper Saddle River, NJ : Wharton School Publishing. .

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