基本信息出版社：Harvard Business School Press
页码：339 页
出版日期：2008年02月
ISBN：1422117359
International Standard Book Number：1422117359
条形码：9781422117354
EAN：9781422117354
装帧：精装
正文语种：英语

内容简介 在线阅读本书

Marketing 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.
作者简介 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.
媒体推荐 ...democracy can be improved by using the discipline of marketing...This may be one of the first books to bring these ideas together from a business perspective... --Library Journal, March 1, 2008