Alienation from the marketplace |
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Authors: | F Kelly Shuptrine PhD Henry O Pruden PhD Douglas S Longman DBA |
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Institution: | (1) University of South Carolina, South Carolina, USA;(2) Golden Gate University, San Fransisco, USA |
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Abstract: | The research compares consumers with professional marketers on alienation from the marketplace, direct-action to overcome
dissatisfaction with products, and support of government intervention in the marketplace. Consumers were clearly more alienated
than marketing professionals and tended to be more supportive of radical government intervention. Professional marketers were
more prone to direct-action than were consumers. A discussion follows with implications for marketing as a key integrating
institution in society, and the direction of change in the marketplace.
Pepsico, Inc. |
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Keywords: | |
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