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Marketing and Consumer Research in the Public Interest

Ronald Paul Hill Villanova University
© 1995   240 pages   SAGE Publications, Inc   
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Paperback ISBN: 9780803971912 $72.00
"The articles are not a series of condemnations of past and current marketing practices; rather, they provide objective, heavily footnoted descriptions of marketing's actual impacts on these issues. . . . The book will be of most value to academicians researching ethical and public policy issues and those in nonprofit organizations with marketing responsibilities." --Choice How does personal crisis affect consumption? How do companies decide the appropriate way to market to a minority group? To what extent does social responsibility impact marketing? Marketing and Consumer Research in the Public Interest summarizes and extends the research on these types of issues in marketing and consumer behavior. Written by some of the leading social and public policy scholars in the field of marketing, the book discusses some essential consumption issues, marketing of controversial products, and the effectiveness of consumer safety and green buying campaigns. In addition, the volume examines two cutting-edge theoretical approaches to conducting consumer research in the public interest. It examines troublesome consumption issues such as substance abuse, grieving consumers, and marketing to the poor. It also explores media concerns such as portrayals of minority groups, target marketing, and the impact idealized images have on consumers' perceptions of their lives, particularly with respect to their material possessions. This volume concludes with an informative discussion of legislative and social marketing issues, including green buying practices, consumer rights, warning labels, and product safety. Researchers, scholars, and upper-level students in the areas of public relations, communications, ethics, healthcare and public policy will find this a valuable resource. Professionals who want a better understanding of the issues that are currently being investigated by scholars in the marketing and consumer behavior fields will appreciate the insights this volume offers as well.

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