This edited collection provides a comprehensive analysis of how marketing management influences society. Investigating how marketing strategies intersect with societal well-being, authors also provide suggestions to navigate complex ethical and societal issues. Each chapter investigates a critical aspect of marketing, such as branding, pricing, social marketing, influencer marketing, and social media, and examines the societal impacts of companies' marketing management strategies. Through an in-depth exploration of the existing literature combined with analysis of real-world examples, this book aims to address the broader implications of marketing decisions and contribute to a deeper understanding of the interaction between marketing and society.

Provides a comprehensive examination of the societal impacts of marketing strategies Considers different aspects of marketing and their interactions with society Includes real-world examples to illustrate key concepts and generate practical insights

Autorentext

Nimet Uray is a Professor of Marketing at Kadir Has University, Türkiye. Her research streams mainly focus on customer behavior and customer relationship management, marketing communications, marketing operations, and technology interfaces. Her studies have appeared in leading international journals, and she has led various research projects funded by National and International Research Organizations.

Meltem Kiygi-Calli is an Associate Professor of Marketing at Kadir Has University, Türkiye. Her research particularly covers innovative contributions to advertising research, forecasting, and operations management through the application of hierarchical models to high-frequency data. Her work has been published in top-tier international journals and she has contributed to book chapters on various marketing-related topics, including corporate social responsibility in packaging considering environmental and social issues, published by Springer. Her dedication to academia is demonstrated through her active involvement in research projects and conference presentations globally.

Petek Tosun is an Associate Professor of Marketing at the Business Administration Department at Kadir Has University, Türkiye. She is interested in the intersection of marketing and consumer well-being, e.g. marketing-society interaction and the potential of marketing to shape a more sustainable business cycle and healthier, wealthier, and happier consumers. Her research fields include consumer behavior, services marketing, and brand management, covering the main topics of consumer well-being, sustainability, value co-creation, and service quality.

Klappentext
This book provides a deep understanding of the opportunities and difficulties faced by marketers as they seek ways to be environmentally and socially sustainable while generating positive economic returns. Its diverse set of authors identifies innovative win-win solutions to existential threats such as climate change, plastic pollution, and supply chain inequity. Highly recommended as an instructional, research, and managerial resource. Dana Alden, William R. Johnson Jr. Distinguished Professor, University of Hawai'i at Mnoa, US This wonderful book scrutinizes the impact of marketing strategies on society. I found the book comprehensive and easy to read, especially for people coming into the marketing and society field, either as students or as interested stakeholders (whether consumers, regulators, NGOs, or for-profit managers). Congrats to the authors, several of which I had the pleasure of working with. Koen Pauwels, Distinguished Professor of Marketing, Northeastern University, US This comprehensive work chronicles marketing's evolution from a mere business function to a central force shaping our world. It marks a necessary and profound evolution in management thought, demanding our full attention. Marketing's ultimate test is not merely profit, but its contribution to a healthy society. An indispensable guide for any leader committed to building a responsible and sustainable enterprise. Can Uslay, Dean's Research Professor of Marketing, Rutgers Business School, US This edited collection provides a comprehensive analysis of how marketing management influences society. Investigating how marketing strategies intersect with societal well-being, authors also provide suggestions to navigate complex ethical and societal issues. Through an in-depth exploration of the existing literature combined with analysis of real-world examples, this book aims to address the broader implications of marketing decisions and contribute to a deeper understanding of the interaction between marketing and society. Nimet Uray, Professor of Marketing, Kadir Has University, Türkiye. Meltem Kiygi-Calli, Associate Professor of Marketing, Kadir Has University, Türkiye. Petek Tosun, Associate Professor of Marketing, Kadir Has University, Türkiye.

Inhalt

Chapter 1: Evolution of Marketing and Its Impact on Society.- Chapter 2: Marketing Strategy for Sustainability.- Chapter 3: Technological Transformation in Human-Robot and Human-AI Ensembles in Marketing and Consumer Services: Activity Theory and a Socio-Cultural Framework.- Chapter 4: Marketing During Macroenvironmental Crises and Societal Impacts.- Chapter 5: Navigating the Future: Marketing's Impact on Business and Society from a Strategic Perspective.- Chapter 6: Enhancing Brand Equity through Responsible Marketing and CSR.- Chapter 7: Beyond the Box: The Societal Impacts of Product and Packaging Design.- Chapter 8: New Product Development Strategies for Societal Well-being: A Circular Economy Perspective.- Chapter 9: The Influence of Pricing Strategies on Society vs. Society Shaping Pricing Strategies.- Chapter 10: Cultural Construction through Marketing Communications: Societal Impacts and Ethical Considerations.- Chapter 11: Alleviating Consumer Vulnerability through Marketing Management.- Chapter 12: Social Marketing: Strategic Management of Non-Profit Organizations.- Chapter 13: Creating Value through Responsibility: The Role of CSR and ESG in Consumer Well-Being.- Chapter 14: Communicating Corporate Social Responsibility and Advocacy on Social Media as a Driver for Societal Change.- Chapter 15: The Societal Impact of Influencer Marketing.- Chapter 16: Ethical and Unethical Marketing Practices in the Digital Age.- Chapter 17: The Role of Marketing in Shaping Societal Futures: Concluding Remarks.