Marketing and Consumer Research in the Public Interest

ISBN-13: 9780803971912 / Angielski / Miękka / 1995 / 240 str.

Ronald Paul Hill; Ronald Paul Hill

Opis

Ethical and social issues in marketing and consumer behaviour are the focus of this book. Leading scholars in marketing discuss controversial, cutting-edge theoretical approaches to investigating public interest. They examine difficult consumption issues such as substance abuse and grieving customers as well as media issues like portrayal of minority groups, target marketing and the impact that idealized images has on consumers' perceptions of their lives. The book concludes with a discussion of legislative and social marketing issues including green buying practices, consumer rights, warning labels and product safety.