Dennis List

2003

The term participative marketing is meant to capture the idea that marketing is not just something that big corporations do, but something that everybody does when engaged in any kind of purposeful group activity. An intended outcome of this type of marketing is a fulfilling of mutual needs, rather than exploitation.

Focusing on this term in the context of local radio, this book is specifically geared toward community stations. It is aimed primarily at people who are new to this type of radio. It is not a how-to-do-it manual, but a sourcebook of concrete ideas about funding, audience concepts, advertising, publicity, and other strategies.

Click here for more information and to order the book.

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