Handbook of Marketing and Society
AUTHOR: Bloom, Paul N. and Gundlach, Gregory T.
PUBLISHER: SAGE Publications, Incorporated
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Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group 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 societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively.
Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.
PUBLICATION DATE: 10/3/2000
CATEGORY: Business & Economics