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Handbook of Marketing and Society
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Handbook of Marketing and Society

First Edition
  • Paul N. Bloom - Duke University, USA
  • Greg Gundlach - University of North Florida, USA, University of Notre Dame, Australia, University of Notre Dame, USA

Other Titles in:
Consumer Marketing | Marketing

570 pages | SAGE Publications, Inc
Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need!

Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group 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 societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively.

Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.

William L Wilkie
Foreword
Paul N Bloom and Gregory T Gundlach
Introduction
J Craig Andrews
The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy
Gregory T Gundlach
Marketing and Modern Antitrust Thought
Paul N Bloom, Julie Edell and Richard Staelin
Criteria for Assessing the Public Policy Relevance of Research on the Effects of Marketing Communications
Alan R Andreasen
Intersector Transfer of Marketing Knowledge
Christine Moorman
Firm Responses to Consumer Information Policy
Mary Jane Sheffet
How Corporate Marketing Practices Have Changed in Response to Antitrust Enforcement
N Craig Smith
Changes in Corporate Practices in Response to Public Interest Advocacy and Actions
The Role of Consumer Boycotts and Socially Responsible Consumption in Promoting Corporate Social Responsibility

 
Minette E Drumwright and Patrick E Murphy
Corporate Societal Marketing
Andrew V Abela and Paul W Farris
Advertising and Competition
Patrick J Kaufmann
The Socioeconomic Consequences of Franchise Distribution
A Policy Retrospective

 
Joseph P Guiltinan and Alan G Sawyer
Pricing Strategy, Competition and Consumer Welfare
Thomas A Klein and Robert W Nason
Marketing and Development
Macromarketing Perspectives

 
Michael R Hagerty
Corporate Marketing Effects on Consumer Welfare
Short-Term Benefits but Long-Term Costs?

 
Alex Simonson
The Effectiveness of Intellectual Property Laws
David W Stewart, Valerie Folkes and Ingrid Martin
Consumer Response to Warnings and Other Types of Product Hazard Information
Future Public Policy and Research Directions

 
Brenda Derby and Alan Levy
Gauging the Effects of Food Labels Pre and Post NLEA
Robert N Mayer, Linda A Lewis and Debra L Scammon
The Effectiveness of Environmental Marketing Claims
The Roles of Consumers, Competitors and Policy Makers

 
John E Calfee
Insights from Consumer Research on the Effects of Deceptive Advertising Regulations
Fred W Morgan
The Effectiveness of Product Safety Regulation and Litigation
George R Milne
The Effectiveness of Self-Regulated Privacy Protection
A Review and Framework for Future Research

 
Ruby Roy Dholakia and Nikhilesh Dholakia
Social Marketing and Development
R Craig Lefebvre
Theories and Models in Social Marketing

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Paul N. Bloom

Greg Gundlach

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