Explorations of Marketing in Society / Edition 1

Explorations of Marketing in Society / Edition 1

by Gregory T. Gundlach, Lauren Block, William L. Wilkie
     
 

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

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Overview

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.

Product Details

ISBN-13:
9780324304305
Publisher:
Cengage Learning
Publication date:
03/20/2007
Edition description:
1ST
Pages:
976
Product dimensions:
9.57(w) x 7.66(h) x 2.27(d)

Table of Contents

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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