El marketing puede cambiar el mundo

By Quelch, John A. / Jocz, Katherine E.

Marketing

La erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.

Collection: IESE (España)

Ref: ART-1540

Format: PDF

Number of pages: 8

Publication Date: Sep 1, 2009

Language: Spanish, English

Description

Geographic Setting: España; China; Estados Unidos

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