Summary
Contents
Subject index
Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing effects the welfare of society. Drawing on the talents of an outstanding team of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate marketing. Each chapter covers a different path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and to help marketing practice serve society more effectively.
The Effectiveness of Intellectual Property Laws
The Effectiveness of Intellectual Property Laws
What is a “strong” brand? Ask a manager or a graduate business management student such a question, or read books on branding, and you will inevitably hear some or most of the following: A strong brand is one that has high awareness … is liked … has high loyalty … commands premium pricing … ...
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