How Good Marketing Makes for Better Democracy
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Greater Good by John A. Quelch
Book DescriptionMarketing 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 DetailsISBN: 9781422117354
(244mm x 165mm x 38mm)
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, 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, 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, Hardback (June 2004)» View all books by John A. Quelch
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.
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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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