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.
Marketing and Modern Antitrust Thought
Marketing and Modern Antitrust Thought
Two vital areas of public policy that relate to marketing are consumer protection and antitrust. Consumer protection involves public policy and law directed at protecting consumers from deceptive acts and other marketing practices, whereas antitrust attempts to encourage competitive conduct and protect competition ...
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