IESE Insight
Six Ways Marketing Can Change the World
John A. Quelch; Katherine E. Jocz
Editor: Estudios y Ediciones IESE
Artículo basado en: Six Ways Marketing Can Change the World
Año: 2009
Idioma: English

The erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.

Tools and Frameworks:
> The Marketing and Democracy Link, shows the six fundamental characteristics of healthy democracies and the corresponding features of good marketing.
> A Vote for Marketing and Democracy, draws parallels between the shared values, but shows the way these values are practiced can lead to right or wrong outcomes.

Examples Cited:
2008 U.S. presidential campaign, Amazon, eBay, Benetton, Zara, Unilever, P&G, Hindustan Lever, Barcelona Olympics, China, Middle East

Research Basis:
Elaborates on ideas contained in the authors' book Greater Good: How Good Marketing Makes for Better Democracy and distills their years of experience in marketing science and consumer research.

About the Authors:
John A. Quelch is senior associate dean and Lincoln Filene Professor of Business Administration at Harvard Business School.

Katherine E. Jocz is a research associate at Harvard Business School.

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