Continuing to Broaden the Marketing Concept

Potential Remedies -- Conclusions and Recommendations -- Disclosures and Disclaimers -- False and Misleading Claims -- Implementation -- References -- III - The World Around Us - Now and Soon -- The Retirement Planning Crisis: Finding a Way Out with a Consumer Behavior Perspective -- Abstract -- Wha...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Iacobucci, Dawn
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley : Emerald Publishing Limited, 2020.
Colección:Review of Marketing Research Ser.
Temas:
Marketing research.
Marketing > Recherche.
Market research.
Business & Economics > Marketing > Research.
Marketing research
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • Cover
  • CONTINUING TO BROADEN THE MARKETING CONCEPT
  • REVIEW OF MARKETING RESEARCH
  • EDITORIAL ADVISORY BOARD
  • CONTINUING TO BROADEN THE MARKETING CONCEPT MAKING THE WORLD A BETTER PLACE
  • Copyright
  • Dedication
  • CONTENTS
  • ABOUT THE EDITOR-IN-CHIEF
  • LIST OF CONTRIBUTORS
  • ABOUT THE CONTRIBUTORS
  • ACKNOWLEDGMENTS
  • EDITOR-IN-CHIEF INTRODUCTIONOVERVIEW
  • OVERVIEW
  • PUBLICATION MISSION
  • A FOCUS ON SPECIAL ISSUES
  • THIS VOLUME
  • Introduction
  • Overview of the Chapters
  • References
  • I
  • New (to us) Modality
  • A Framework for Understanding Communication through Comics (Illustrated)
  • Abstract
  • References
  • II
  • Politics
  • How Marketing Can Save Democracy
  • Abstract
  • Introduction
  • Defining Democracy
  • The Urgent Need to Address the Challenges to Our Democratic Values, to Truth, and to Science
  • What Can Marketing Offer to Those Who Want to Restore Our Democratic Values, Truth, and Science?
  • Better Understanding of the Potential Voters-The Participatory Public
  • Overcoming the Barriers-Improving the Product and Distribution
  • Communicate, Educate, Motivate, and Engage the Potential Voters
  • Assure the Value (Get the Right Price-value Equation)
  • How Should We Reimagine Marketing to Increase Its Value and Impact on Restoring Our Democratic Values?
  • Next Steps
  • References
  • The Inevitable Downward Spiral of American Political Discourse
  • Abstract
  • Evolution of Market Structure
  • Climbing Out of the Hole
  • References
  • Political Advertising Needs Better Regulation
  • Abstract
  • Introduction
  • Federal Regulation
  • Legal History
  • Current Regulation
  • The Market for Political Advertising
  • Is Political Advertising Effective?
  • Disclosure and Misleading Content
  • Code Transparency
  • A Short-term Solution

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