Explorations of Marketing in Society - Hardcover

Gregory T. Gundlach; Lauren G. Block; William L. Wilkie

9780324304305: Explorations of Marketing in Society

Hardcover

ISBN 10: 0324304307 ISBN 13: 9780324304305

Publisher: Cengage Learning, 2007

Ethics - or a practical lack thereof - continue to grab headlines and pose new challenges across industry. Real-world ethical dilemmas lurk around every corner, purporting to make deals but sometimes end up breaking careers - or entire companies. And as new generations of marketers step into the field, they bring their own perspective on ethical absolutes. But one powerful new book sheds valuable insight on the ethical challenges and solutions as they continue to evolve in this dynamic field. With each section edited by a recognized industry thought leader, MARKETING AND SOCIETY is a collection of articles packed with relevant, practical insight on myriad ethical issues throughout every area of marketing, including public policy, macromarketing, consumer interest, social responsibility, international issues, and much more. It is an excellent resource for newcomers and their managers, as well as seasoned execs.

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About the Author:

William L. Wilkie, the Aloysius and Eleanor Nathe Professor of Marketing at Notre Dame, is recognized as one of 28 "thought-leaders" in marketing, an illustrious group that includes authors whose work has shifted thinking in the field. In 2001, the American Marketing Association honored him with its highest recognition, the Distinguished Marketing Educator Award. A former President of the Association for Consumer Research, Dr. Wilkie earned his M.B.A. and Ph.D. from Stanford University.

Review:

I. Preface. II. Introduction to Marketing and Society. III. History and perspectives on the field of marketing and society. IV. Public Policy and Marketing. V. Macromarketing. VI. Consumer Interest. VII. Social Marketing. VIII. Marketing Ethics. IX. International Consumer Policy.

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