Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising

Easwar S. Iyer and C.B. Bhattacharya

Journal of Business Research, 2011, vol. 64, issue 1, 59-60

Abstract: We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles.

Keywords: Societal; welfare; Stakeholder; welfare; Social; responsibility; Consumption; Volunteerism; Price; Direct; advertising (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:1:p:59-60

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