| Description |
1 online resource (329 p.) |
| Series |
Review of Marketing Research Ser. ; v.17 |
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Review of Marketing Research Ser
|
| Contents |
Cover -- CONTINUING TO BROADEN THE MARKETING CONCEPT -- REVIEW OF MARKETING RESEARCH -- EDITORIAL ADVISORY BOARD -- CONTINUING TO BROADEN THE MARKETING CONCEPT MAKING THE WORLD A BETTER PLACE -- Copyright -- Dedication -- CONTENTS -- ABOUT THE EDITOR-IN-CHIEF -- LIST OF CONTRIBUTORS -- ABOUT THE CONTRIBUTORS -- ACKNOWLEDGMENTS -- EDITOR-IN-CHIEF INTRODUCTIONOVERVIEW -- OVERVIEW -- PUBLICATION MISSION -- A FOCUS ON SPECIAL ISSUES -- THIS VOLUME -- Introduction -- Overview of the Chapters -- References -- I -- New (to us) Modality |
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A Framework for Understanding Communication through Comics (Illustrated) -- Abstract -- References -- II -- Politics -- How Marketing Can Save Democracy -- Abstract -- Introduction -- Defining Democracy -- The Urgent Need to Address the Challenges to Our Democratic Values, to Truth, and to Science -- What Can Marketing Offer to Those Who Want to Restore Our Democratic Values, Truth, and Science? -- Better Understanding of the Potential Voters-The Participatory Public -- Overcoming the Barriers-Improving the Product and Distribution -- Communicate, Educate, Motivate, and Engage the Potential Voters |
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Assure the Value (Get the Right Price-value Equation) -- How Should We Reimagine Marketing to Increase Its Value and Impact on Restoring Our Democratic Values? -- Next Steps -- References -- The Inevitable Downward Spiral of American Political Discourse -- Abstract -- Evolution of Market Structure -- Climbing Out of the Hole -- References -- Political Advertising Needs Better Regulation -- Abstract -- Introduction -- Federal Regulation -- Legal History -- Current Regulation -- The Market for Political Advertising -- Is Political Advertising Effective? -- Disclosure and Misleading Content |
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Code Transparency -- A Short-term Solution |
| Summary |
Potential Remedies -- Conclusions and Recommendations -- Disclosures and Disclaimers -- False and Misleading Claims -- Implementation -- References -- III - The World Around Us - Now and Soon -- The Retirement Planning Crisis: Finding a Way Out with a Consumer Behavior Perspective -- Abstract -- What We Know -- Suggested Solutions -- What Else Can We Do? -- Conclusion -- References -- Market Response Models for Social Marketing Causes -- Abstract -- Introduction -- The Core Market Response Model -- Controlling Alcohol Consumption -- Controlling Narcotics Abuse -- Conclusions |
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Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developments, as well as present specific empirical studies |
| Notes |
Description based upon print version of record |
| Bibliography |
References -- Global Food Security: How Marketing Can Help -- Abstract -- The Problem -- The Success of Farming -- Our Evolving Diet -- Marketing to the Rescue -- Influencing the Diets of the Young -- Recap -- References -- Our Data-driven Future: Promise, Perils, and Prognoses -- Abstract -- Introduction -- The Promise and Perils of Data Collection -- Shopping and Search Data -- Geolocation Data -- Health and Genetic Data -- Dating and Relationships -- Social Networks -- Data Breaches -- Reducing the Perils of Data Collection -- Privacy by Default - A Short-term Solution |
| Subject |
Marketing research.
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Market research.
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Business & Economics -- Marketing -- Research.
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Marketing research
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| Form |
Electronic book
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| ISBN |
9781787548244 |
|
1787548244 |
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9781787548268 |
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1787548260 |
|
