Greater good : how good marketing makes for better democracy / John A. Quelch, Katherine E. Jocz.
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TextPublisher: [S.l.] : Harvard Business School Press, 2008Edition: 1ST edDescription: 339 p. ; 24 cmISBN: 1422117359 (hardcover); 9781422117354 (hardcover)Subject(s): Democracy | Democracy | Marketing | MarketingDDC classification: 658.8 LOC classification: HF5415Online resources: Amazon.com Summary: 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.
| Item type | Current location | Home library | Collection | Shelving location | Call number | Status | Date due | Barcode | Item holds |
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Centre for International Peace & Stability (CIPS) | Centre for International Peace & Stability (CIPS) | NFIC | General Stacks | 658.8 QUE 2007 (Browse shelf) | Available | CIPS0001018 |
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| 658.564 PAC 1996 Packaging strategy : | 658.8 ETT 2002 The next economy : | 658.8 LEH 2012 Masters of disaster : | 658.8 QUE 2007 Greater good : | 659.0973 SAL 2004 Making the news : | 660.63 INN 2012 Innovation, dual use, and security : | 686.2325 ISL 2013 Islam in Brazil |
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.
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