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Greater good : how good marketing makes for better democracy / John A Quelch , Katherine E Jocz.
Boston, Mass. : Harvard Business Press, 2007
viii, 331 p. ; 25 cm.

Because marketing is move democratic than politics. In Greater Good, John A. Quelch and Katherine E. Jocz argue that democracy, like a marketplace, should be driven by a healthy dialogue that benefits all parties." "When governments treat citizens more like consumers - studying their needs, encouraging their feedback, and developing long-term relationships - then democracy becomes more democratic. Managers and marketers, in turn, can learn from democracy s focus on fairness and concern for the greater good." "In a sweeping portrait of business, government, and society, the authors challenge the belief that modern marketing somehow contaminates the political process. In fact, democracy and marketing share six fundamental characteristics: value is exchanged; goods and services are consumed; decisions involve free choice; information must flow freely; a majority of the population actively engages in the process; and they seek to involve as many people as possible." "Isn t it dangerous to treat a politician or social program like a product or a service? In fact, the authors cite compelling examples to show how marketers from Coca-Cola to eBay succeed by supplying not products, but solutions - not functions, but benefits.

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Multinational marketing management : cases and readings / Robert D. Buzzell, John A. Quelch.
Reading, Mass. : Addison-Wesley, 1988
x, 500 p. : ill. ; 24 cm.



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The marketing challenge of Europe 1992 / John A. Quelch, Robert D. Buzzell, Eric R. Salama.
Reading, Mass. : Addison-Wesley, c1991.
ix, 422 p. : ill. ; 24 cm.