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.
Social Marketing and Development
Social Marketing and Development
The second half of the 20th century witnessed the determined application of managerial techniques to social problems. Flush with the success of modern management methods during World War II and subsequently in a booming postwar American economy, management theorists and practitioners came to believe that ...
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