Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising |
| |
| Authors: | Easwar S. Iyer C.B. Bhattacharya |
| |
| Affiliation: | a Department of Marketing, Isenberg School of Management, University of Massachusetts, Amherst, MA 01003, United States
b Department of Marketing, School of Management, Boston University, Boston, MA 02215, United States |
| |
| Abstract: | We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles. |
| |
| Keywords: | Societal welfare Stakeholder welfare Social responsibility Consumption Volunteerism Price Direct advertising |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
