Handbook of Marketing and Society

By Paul N. Bloom and Greg Gundlach

Marketing scholars have a long history of conducting research on how marketing effects the welfare of society. A significant body of knowledge has developed to look beyond marketing′s impact on the corporate bottom line toward the affects of marketing on consumer sovereignty, public health, economic growth, and other aspects of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need

Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing effects societal welfare. 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 societal marketing. Each chapter covers, in a purposeful way, 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 marketing practice serve society more effectively.

Professors, graduate students, and others interested in marketing′s role in society will find this a valuable resource for graduate courses and an excellent guidebook for future research.

• Format: Hardcover
• Language: English
• ISBN: 0761916261
• ISBN13: 9780761916260
• Release Date: October 2000
• Publisher: SAGE Publications, Inc
• Length: 570 Pages
• Weight: 2.49 lbs.
• Dimensions: 10.3" x 1.5" x 7.5"