學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
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- Human Resource Management
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- Business Ethics
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- Business & Government Relations
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- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Marketing and Its Discontents
內容大綱
The driving force of modern marketing is the marketing concept--business succeeds by giving customers what they want. The social discontents and ethical issues associated with marketing arise from functional limitations on implementing the marketing concept, not from greed or deception. Developing a marketing program involves identifying three groups of consumers: 1) the market segment, 2) the program target, and 3) the program audience. To determine the effects of the marketing concept requires identifying the social payoffs and problems.