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Greater good

Greater good : how good marketing makes for better democracy

 Quelch, John A.
 Harvard Business Press, 2007 ISBN: 9781422117354
 Boston, Mass. : viii, 331 p. ; 25 cm. English
Marketing researchBranding (Marketing)DemocracyTiếp thịNghiên cứu thị trườngXây dựng thương hiệu
Mô tả biểu ghi
ID:29440
DDC 658.8
Tác giả CN Quelch, John A.
Nhan đề Greater good : how good marketing makes for better democracy / John A Quelch , Katherine E Jocz.
Thông tin xuất bản Boston, Mass. :Harvard Business Press,2007
Mô tả vật lý viii, 331 p. ;25 cm.
Phụ chú Sách quĩ châu Á
Tóm tắt Because marketing is move democratic than politics. In Greater Good, John A. Quelch and Katherine E. Jocz argue that democracy, like a marketplace, should be driven by a healthy dialogue that benefits all parties." "When governments treat citizens more like consumers - studying their needs, encouraging their feedback, and developing long-term relationships - then democracy becomes more democratic. Managers and marketers, in turn, can learn from democracy s focus on fairness and concern for the greater good." "In a sweeping portrait of business, government, and society, the authors challenge the belief that modern marketing somehow contaminates the political process. In fact, democracy and marketing share six fundamental characteristics: value is exchanged; goods and services are consumed; decisions involve free choice; information must flow freely; a majority of the population actively engages in the process; and they seek to involve as many people as possible." "Isn t it dangerous to treat a politician or social program like a product or a service? In fact, the authors cite compelling examples to show how marketers from Coca-Cola to eBay succeed by supplying not products, but solutions - not functions, but benefits.
Thuật ngữ chủ đề Marketing research
Thuật ngữ chủ đề Branding (Marketing)
Thuật ngữ chủ đề Democracy
Thuật ngữ chủ đề Tiếp thị-TVĐHHN.
Từ khóa tự do Tiếp thị
Từ khóa tự do Nghiên cứu thị trường
Từ khóa tự do Xây dựng thương hiệu
Tác giả(bs) CN Jocz, Katherine E.
Địa chỉ 100TK_Tiếng Anh-AN(1): 000075303
MARC
Hiển thị đầy đủ trường & trường con
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100[1 ] |a Quelch, John A.
245[1 0] |a Greater good : |b how good marketing makes for better democracy / |c John A Quelch , Katherine E Jocz.
260[ ] |a Boston, Mass. : |b Harvard Business Press, |c 2007
300[ ] |a viii, 331 p. ; |c 25 cm.
500[ ] |a Sách quĩ châu Á
520[ ] |a Because marketing is move democratic than politics. In Greater Good, John A. Quelch and Katherine E. Jocz argue that democracy, like a marketplace, should be driven by a healthy dialogue that benefits all parties." "When governments treat citizens more like consumers - studying their needs, encouraging their feedback, and developing long-term relationships - then democracy becomes more democratic. Managers and marketers, in turn, can learn from democracy s focus on fairness and concern for the greater good." "In a sweeping portrait of business, government, and society, the authors challenge the belief that modern marketing somehow contaminates the political process. In fact, democracy and marketing share six fundamental characteristics: value is exchanged; goods and services are consumed; decisions involve free choice; information must flow freely; a majority of the population actively engages in the process; and they seek to involve as many people as possible." "Isn t it dangerous to treat a politician or social program like a product or a service? In fact, the authors cite compelling examples to show how marketers from Coca-Cola to eBay succeed by supplying not products, but solutions - not functions, but benefits.
650[0 0] |a Marketing research
650[0 0] |a Branding (Marketing)
650[0 0] |a Democracy
650[0 7] |a Tiếp thị |2 TVĐHHN.
653[0 ] |a Tiếp thị
653[0 ] |a Nghiên cứu thị trường
653[0 ] |a Xây dựng thương hiệu
700[1 ] |a Jocz, Katherine E.
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