| Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz.
This is a fresh, provocative book that looks at the role marketing plays in society. 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 anf Jocz lay out the six fundamental characteristics that marketing and democracy share:
- exchange of value, such as goods, services, and promises;
- consumption of goods and services;
- choice in all decisions;
- free flow of information;
- active engagement of a majority of individuals; and
- 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. It reveals how good marketing practices improve the political process and -- in turn -- the practices of democracy itself.
This book is important reading for all thoughtful business leaders.
Steve Forbes, Editor-in-Chief of Forbes Magazine, called it "This sweeping, insightful analysis of modern marketing, what it is, its role politically and economically."
The authors are academics from the Harvard Business School. |
