The Marketing Matrix : How the Corporation Gets Its Power - And How We Can Reclaim It

ISBN-13: 9780415678612 / Angielski / Twarda / 2012 / 224 str.

Gerard Hastings

Opis

Corporate social responsibility, the ultimate oxymoron, and its country cousin, cause related marketing, are just means of currying favour amongst our political leaders and further extending corporate power. So it is time to fight back. The book ends with a call to do just this.

Spis treści

Part I: Out of Control  1. The Soft Power of Corporate Marketing  2. The Customer Always Comes Second  3. A Tyranny of Choice  4. Not Exactly Lying...  5. Suffer the Little Children  6. Digital Redemption?  7. A Very Mixed Blessing  8. Marketing to Power  Part II: Solutions  9. In Search of Solutions  10. Power to the People  11. Marketing as if People Mattered

O autorze

Gerard Hastings is Professor of Social Marketing at Stirling and The Open University. He worked in market research before beginning his academic career, which has focused on researching the impact of marketing on society -- especially the harm done by the alcohol, tobacoo and fast food industries. This has involved him in advising Government, working with policy makers both nationally and internationally and acting as an expert witness in litigation -- as well as publishing widely in both academic and popular outlets. His work also looks at the value of social marketing, and his first book was called Social Marketing: Why Should the Devil Have All the Best Tunes? He was awarded the OBE for services to health care in 2009.