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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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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 €