Greater Good: How Good Marketing Makes for Better Democracy
| Autor: | Jocz, Katherine E. Quelch, John A. |
|---|---|
| EAN: | 9781422117354 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 331 |
| Produktart: | Gebunden |
| Veröffentlichungsdatum: | 01.12.2007 |
| Schlagworte: | Business / Economics / Finance |
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In this bold, provocative book, Quelch and Jocz argue that good marketing processes and practices can enhance not only the commercial marketplace for goods, services, and ideas but also the political marketplace for power and the public good. In essence, good marketing - defined as the means of fulfilling society's consumption needs - makes for good democracy, defined as the means by whihc individuals govern themselves. In turn, a better political marketplace makes for a better commercial marketplace. The authors believe the opposites to be true as well.
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