Handbook of Marketing and Society - Rilegato

Gundlach, Geogory T.

9780761916260: Handbook of Marketing and Society

Rilegato

ISBN 10: 0761916261 ISBN 13: 9780761916260

Casa editrice: Sage Pubns, 2000

Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing effects the welfare of society. Drawing on the talents of an outstanding team 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 marketing. Each chapter covers a different path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and to help marketing practice serve society more effectively.

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Contenuti:

Foreword - William L Wilkie
Introduction - Paul N Bloom and Gregory T Gundlach
The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy - J Craig Andrews
Marketing and Modern Antitrust Thought - Gregory T Gundlach
Criteria for Assessing the Public Policy Relevance of Research on the Effects of Marketing Communications - Paul N Bloom, Julie Edell and Richard Staelin
Intersector Transfer of Marketing Knowledge - Alan R Andreasen
Firm Responses to Consumer Information Policy - Christine Moorman
How Corporate Marketing Practices Have Changed in Response to Antitrust Enforcement - Mary Jane Sheffet
Changes in Corporate Practices in Response to Public Interest Advocacy and Actions - N Craig Smith
The Role of Consumer Boycotts and Socially Responsible Consumption in Promoting Corporate Social Responsibility
Corporate Societal Marketing - Minette E Drumwright and Patrick E Murphy
Advertising and Competition - Andrew V Abela and Paul W Farris
The Socioeconomic Consequences of Franchise Distribution - Patrick J Kaufmann
A Policy Retrospective
Pricing Strategy, Competition and Consumer Welfare - Joseph P Guiltinan and Alan G Sawyer
Marketing and Development - Thomas A Klein and Robert W Nason
Macromarketing Perspectives
Corporate Marketing Effects on Consumer Welfare - Michael R Hagerty
Short-Term Benefits but Long-Term Costs?
The Effectiveness of Intellectual Property Laws - Alex Simonson
Consumer Response to Warnings and Other Types of Product Hazard Information - David W Stewart, Valerie Folkes and Ingrid Martin
Future Public Policy and Research Directions
Gauging the Effects of Food Labels Pre and Post NLEA - Brenda Derby and Alan Levy
The Effectiveness of Environmental Marketing Claims - Robert N Mayer, Linda A Lewis and Debra L Scammon
The Roles of Consumers, Competitors and Policy Makers
Insights from Consumer Research on the Effects of Deceptive Advertising Regulations - John E Calfee
The Effectiveness of Product Safety Regulation and Litigation - Fred W Morgan
The Effectiveness of Self-Regulated Privacy Protection - George R Milne
A Review and Framework for Future Research
Social Marketing and Development - Ruby Roy Dholakia and Nikhilesh Dholakia
Theories and Models in Social Marketing - R Craig Lefebvre

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