GREATER GOOD更伟大的善意
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作者： John A. Quelch 著
出 版 社：
出版时间： 2008-2-1字数：版次： 1页数： 331印刷时间： 2008/02/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9781422117354包装： 精装编辑推荐
作者简介：
JOHA A.QUELCH is Senior Associate Dean and Lincoln Filene Professor of Business Administration at Harvard Business School.He also serves as a nonexecutive director of Wpp Group PLC,the world's second-largest marketing services company.His weekly marketing blog can be found at.www.quelchblog.com.
内容简介
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.
目录
Preface
Introduction
Marketing and Democracy
Part One Marketing as Democaracy
1.Exchange
A Promise Is a Promise
2.Consumption
The Happiness of Pursuit
3.Choice
UBU(You Be You)
4.Information
Knowledge Is Power
5.Engagement
Ties That Bind
6.Inclusion
The More the Merrier
Part Two Marketing for Decmocracy
7.Politis
Winner Takes All
8.Media
Watchdog or Lapdog?
9.Programs
Civic Goods,Civil Services
10.Nations
No Quick Fix
Conclusion
Notes
Index
About the Authors
