Greater Good

by Quelch, John A.

• ISBN13: 9781422117354
• ISBN10: 1422117359
• Format: Hardcover
• Copyright: 2008-02-04
• Publisher: Harvard Business School Pr

Summary

Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices. Quelch and Jocz lay out the six fundamental characteristics that marketing and democracy share: (1) exchange of value, such as goods, services, and promises, (2) consumption of goods and services, (3) choice in all decisions, (4) free flow of information, (5) active engagement of a majority of individuals, and (6) inclusion of as many people as possible. Without these six traits, both marketing and democracy would fail, and with them, society. Drawing on current and historical examples from economies around the world, this landmark work illuminates marketing's critical role in the development, growth, and governance of societies. Itreveals how good marketing practices improve the political process and--in turn--the practice of democracy itself.

Author Biography

John A. Quelch is Senior Associate Dean and Lincoln Filene Professor of Business Administration at Harvard Business School.

Table of Contents

Introduction: Marketing and Democracy	p. 1
Marketing as Democracy
Exchange: A Promise Is a Promise	p. 27
Consumption: The Happiness of Pursuit	p. 49
Choice: UBU (You Be You)	p. 73
Information: Knowledge Is Power	p. 95
Engagement: Ties That Bind	p. 119
Inclusion: The More the Merrier	p. 143
Marketing for Democracy
Politics: Winner Takes All	p. 167
Media: Watchdog or Lapdog?	p. 201
Programs: Civic Goods, Civil Services	p. 223
Nations: No Quick Fix	p. 245
Conclusion: Toward a Greater Good	p. 269
Notes	p. 279
Index	p. 313
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