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Marketing Clean and Efficient Vehicles: A Review of Social Marketing and Social Science Approaches
- Author(s): Kurani, Kenneth S.
- Turrentine, Thomas S.
- et al.
Abstract
In this report, the authors discuss the potential role of social marketing research and program to increase consumer demand for clean and efficient vehicles. They discuss theories and research approaches in the social marketing stream that can guide multi-year research efforts and a "transformation of the automobile market." The authors also discuss the selection of data collection techniques, such as focus groups and Internet surveys, to aid in identifying and selecting appropriate research methods.