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  • Ký hiệu PL/XG: 658.8 QUE
    Nhan đề: Greater good :
DDC 658.8
Tác giả CN Quelch, John A.
Nhan đề Greater good : how good marketing makes for better democracy / John A Quelch , Katherine E Jocz.
Thông tin xuất bản Boston, Mass. :Harvard Business Press,2007
Mô tả vật lý viii, 331 p. ;25 cm.
Phụ chú Sách quĩ châu Á
Tóm tắt 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.
Thuật ngữ chủ đề Marketing research
Thuật ngữ chủ đề Branding (Marketing)
Thuật ngữ chủ đề Democracy
Thuật ngữ chủ đề Tiếp thị-TVĐHHN.
Từ khóa tự do Tiếp thị
Từ khóa tự do Nghiên cứu thị trường
Từ khóa tự do Xây dựng thương hiệu
Tác giả(bs) CN Jocz, Katherine E.
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1001 |aQuelch, John A.
24510|aGreater good :|bhow good marketing makes for better democracy /|cJohn A Quelch , Katherine E Jocz.
260|aBoston, Mass. :|bHarvard Business Press,|c2007
300|aviii, 331 p. ;|c25 cm.
500|aSách quĩ châu Á
520|aBecause 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.
65000|aMarketing research
65000|aBranding (Marketing)
65000|aDemocracy
65007|aTiếp thị|2TVĐHHN.
6530 |aTiếp thị
6530 |aNghiên cứu thị trường
6530 |aXây dựng thương hiệu
7001 |aJocz, Katherine E.
852|a100|bTK_Tiếng Anh-AN|j(1): 000075303
890|a1|b0|c0|d0
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