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.
Section I: Exploring the Impacts of Marketing in Society: Framworks for the Field
Section II: Exploring Developments over Time: Historical Perspectives on Marketing in Society
Section III: Exploring the Consumer Interest
Section IV: Exploring the Challenges of Consumer Protection (Government Regulation I)
Section V: Exploring the Challenges of Competition Policy (Government Regulation II)
Section VI: Exploring the World of International Consumer Policy (Government Regulation III)
Section VII: Explorations in Improving Society via Social Marketing Initiatives
Section VIII: Exploring Macromarketing: Talking a Broadened View of Our World
Section IX: Exploring Prospects for Better Decisions: Marketing Ethics
"This book should make it easy for professor to bring more material about the role of marketing in society into their courses. Current thinking on a variety of important topics, presented by top-notch scholars, fills this volume. What a great resource!"
--Paul N. Bloom--
Senior Research Scholar of Social Entrepreneurship
and Marketing Center for the Advancement of
Social Entrepreneurship, Fuqua School of Business, Duke University