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Engagement: Ties That Bind--Leveraging Consumer Participation
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7856BC-EMarketingMany consumers engage actively with marketers - they talk to market researchers, suggest service improvements, and submit new product ideas. While we tend to think of companies as "producers" and consumers as "receivers," the line between the two is blurred and becoming more so. Just as political democracies are more robust and more representative when citizens engage in public affairs, companies are learning that letting consumers participate in...Desde 8,20 €
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Introduction: Marketing and Democracy--How They Can Work Together
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7791BC-EMarketingMarketing performs an essential societal function - and does so democratically. People would benefit if the political and public realms were guided by the best of marketing, and vice versa. By assessing marketing's accomplishments, its shortcomings, and its achievements, it's possible to shed light on ways marketing can support strong, vibrant, democratic societies and contribute to the greater good. This chapter is excerpted from "Greater Good:...Desde 8,20 €
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Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7853BC-EMarketingWhile consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services ...Desde 8,20 €
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Politics: Winner Takes All--What Politics Can Learn From Marketing
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7858BC-EMarketingIn the political marketplace of the United States, compared with the consumer marketplace, choice is limited and information is simultaneously overwhelming and inadequate. Borrowing more ideas and capabilities from marketing could be just what is needed to make American and other representative democracies more democratic. Political parties can learn from mass marketers how to both accommodate diversity in constituents' interests and desires, and...Desde 8,20 €
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Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7855BC-EMarketingThe free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and em...Desde 8,20 €
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Media: Watchdog or Lapdog--Marketing, Politics, and the Media
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7859BC-EMarketingIs the modern media industry living up to its role as a bulwark of democracy and guardian of the public interest? Private-sector media does democratize access to news and information via a proliferation of outlets and products. However, consumer demand for hard news is declining and many display rising dissatisfaction with the media's political coverage. Ultimately, the fate of media depends both on its status as a public good and on market force...Desde 8,20 €
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Programs: Civic Goods, Civil Services--What Government Can Learn From Marketing
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7860BC-EMarketingThe guiding principle of democracy is that the purpose of government is to serve its citizens. To a citizenry inundated with news of wrongdoing and scandals, the notion that the public comes first may seem at odds with reality. Since failure to serve citizens weakens the social bonds that make democracy viable, a democratic government stands to learn much from marketing about better communicating the positive contributions it makes to citizens' l...Desde 8,20 €
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Inclusion: The More the Merrier--Why It's Important in Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7857BC-EMarketingFor a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers is to become more inclusive world-wide. The global economy has become increasingly interconnected, and developing countries are attractive to companies...Desde 8,20 €
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Nations: No Quick Fix--Applying Marketing Concepts to How They Compete
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7861BC-EMarketingNation-states compete with one another in the global economy for a variety of resources, including consumers and skilled workers. In the political realm, they compete for influence and favorable global attention. Success on both fronts require nation-states to market themselves much the same way as do the best companies. In addition, democracy and economic development are closely associated - sustainable development benefits from an active civil ...Desde 8,20 €
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Toward a Greater Good--How Marketing and Democracy Can Benefit Each Other
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7862BC-EMarketingThe consumer in each of us can learn from the citizen, and the citizen can learn from the consumer. Marketers must learn from both. Instead of seeing marketing as a threat to democracy, we should explore how the benefits common to both give us opportunities to build bridges between the two. To recognize the commonalities between marketing and democracy is to grant people the power to create a greater good. This chapter is excerpted from "Greater...Desde 8,20 €