Marketing and societal welfare: A multiple stakeholder approach
AbstractThis manuscript provides insights to help identify the nature, scope and domain of the business strategy-consumer behavior-societal welfare link, and ways to explore the trade-offs between individual and societal gains. In this manuscript, stakeholder theory serves as a lens to analyze these issues in the context of a case study of direct-to-consumer advertising (DTCA) for prescription drugs. The case study adds support to the (Wilkie and Moore, 1999) and (Wilkie and Moore, 2003) premise that the marketing system, unlike many other institutions, is thoroughly embedded in the routines and expectations of our society. Marketing, and in particular, advertising, not only reflects the assumptions and priorities of society, but also influences the way individuals and organizations understand and act upon contemporary social issues. A discussion of insights and implications emerging from the analysis suggests several potential areas for future research.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 63 (2010)
Issue (Month): 11 (November)
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Marketing and society Direct-to-consumer advertising Stakeholder relations Societal welfare Prescription drug marketing;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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