Greater good how good marketing makes for better democracy
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In "Greater Good", the authors contend that marketing performs an essential societal function - and does so democratically. They maintain that pe...
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| Formato: | Libro |
| Idioma: | Inglés |
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Boston, Mass. :
Harvard Business Press
2007
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| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991007005839708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- Introduction: marketing and democracy
- Marketing as democracy
- Exchange: a promise is a promise
- Consumption: the happiness of pursuit
- Choice: UBU (you be you)
- Information: knowledge is power
- Engagement: ties that bind
- Inclusion: the more the merrier
- Marketing for democracy
- Politics: winner takes all
- Media: lapdog or watchdog?
- Programs: civic goods, civil services
- Nations: no quick fix
- Conclusion: toward a greater good.
