Greater Good: How Good Marketing Makes for Better Democracy 市场与民主政治 下载 fb2 pdf rb kindle 115盘 极速 azw3

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.

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

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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.