Handbook of Marketing and Society (1-Off) Book

Marketing scholars have historically conducting research to determine how marketing affects the welfare of society. A significant body of knowledge has developed that looks beyond marketing's impact on the corporate bottom line toward the effects of marketing on consumer sovereignty, public health, economic growth, and other aspects of societal welfare. However, the large and growing amount of research concerning these relationships has expanded in many different directions, becoming fragmented and diverse. The need to pull all of this research together in order to assess what we have learned and what we need to study further is significant. This volume is designed to fill that need! Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects the welfare of society. Drawing on the talents of an outstanding team of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate marketing. Each chapter covers a different path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and to help marketing practice serve society more effectively. Professors, graduate students, and others interested in marketing's role in society will find this a valuable resource for graduate courses and an excellent guidebook for future research. Read More