000			02018nam a2200289 a 4500
001			ASIN1422117359
005			20170105102903.0
008			131021s2008 xxu eng d
020			_a1422117359 (hardcover) _c$35.00
020			_a9781422117354 (hardcover)
040			_a0
050	0	4	_aHF5415
082	0	4	_a658.8
100	1		_aQuelch, John A.
245	1	0	_aGreater good : _bhow good marketing makes for better democracy / _cJohn A. Quelch, Katherine E. Jocz.
250			_a1ST ed.
260			_a[S.l.] : _bHarvard Business School Press, _c2008.
300			_a339 p. ; _c24 cm.
520			_aMarketing 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.
650		0	_aDemocracy
650		0	_aDemocracy
650		0	_aMarketing
650		0	_aMarketing
700	1		_aJocz, Katherine E.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/1422117359/chopaconline-20
942			_2ddc _cBK
999			_c14725 _d14725