Greater Good by John A. Quelch
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Greater Good
By John A. Quelch

Greater Good

How Good Marketing Makes for Better Democracy

By (author) See other recent books by John A. Quelch See other recent books by Katherine  E. Jocz
Format: Hardback

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Greater Good by John A. Quelch

Book Description

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 people would benefit if the realms of politics and marketing were informed by one another's best principles and practices. Quelch and Jocz lay out the six fundamental characteristics that marketing and democracy share: (1) exchange of value, such as goods, services, and promises, (2) consumption of goods and services, (3) choice in all decisions, (4) free flow of information, (5) active engagement of a majority of individuals, and (6) inclusion of as many people as possible. Without these six traits, both marketing and democracy would fail, and with them, society. Drawing on current and historical examples from economies around the world, this landmark work illuminates marketing's critical role in the development, growth, and governance of societies. It reveals how good marketing practices improve the political process and--in turn--the practice of democracy itself.

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Book Details

ISBN: 9781422117354
ISBN-10: 1422117359
Format: Hardback
(244mm x 165mm x 38mm)
Pages: 331
Imprint: Harvard Business Review Press
Publisher: Harvard Business Review Press
Publish Date: 7-Jan-2008
Country of Publication: United States

Books By Author John A. Quelch

Consumers, Corporations and Public Health by John A. Quelch Consumers, Corporations and Public Health, Paperback (February 2016)

Consumers, Corporations, and Public Health assembles 17 case studies at the intersection of business and public health to illustrate how each side can inform and benefit the other.

Business Solutions for the Global Poor by John A. Quelch Business Solutions for the Global Poor, Hardback (January 2007)

Business Solutions for the Global Poor brings together leaders from Harvard Business School, who discuss theory with practices from the world's top corporations to show how businesses, nonprofits and government organizations can use business solutions to add social value to the world's poorest communities.

Global Market by John A. Quelch Global Market, Hardback (June 2004)

Discusses the twin forces of ideological and technological change that make globalization the most important issue facing executives. This book shows how many companies who have developed a global strategy, face the challenge of balancing a multinational presence with demands of the 'unglobal consumer' who does not have a 'one size fits all' need.

» View all books by John A. Quelch

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Author Biography - John A. Quelch

John A. Quelch is Senior Associate Dean for International Development and Lincoln Filene Professor of Business Administration at Harvard Business School. He also serves as a non-executive director of WPP Group plc, the world's second-largest marketing services company. Katherine Jocz is a Research Associate in the Department of Research and Teaching Support at Harvard Business School.

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Recent books by John A. Quelch close
Consumers, Corporations and Public Health by John A. Quelch
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Greater Good by Katherine  E. Jocz
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