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Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7853BC-EMarketingWhile consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services ...Starting at €8.20
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Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7855BC-EMarketingThe free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and em...Starting at €8.20
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Inclusion: The More the Merrier--Why It's Important in Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7857BC-EMarketingFor a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers is to become more inclusive world-wide. The global economy has become increasingly interconnected, and developing countries are attractive to companies...Starting at €8.20
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The Entrepreneurial Manager: Course Overview, 2017 Winter Term, Course Overview Note
Gompers, Paul A.Case HBS-817079-EEntrepreneurshipThis note serves as an overview of the Entrepreneurial Management Unit's required curriculum course, "The Entrepreneurial Manager (TEM)." General management has been a core educational organizing framework at the Harvard Business School since its inception. Today TEM provides a powerful context in which to learn about general management. TEM seeks to build the knowledge, skills, tools, frameworks, and attitudes required to succeed as a manager. T...Starting at €8.20
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The Entrepreneurial Manager: Course Overview, 2019 Spring Term
Gompers, Paul A.Case HBS-818080-EEntrepreneurshipThis note serves as an overview of the Entrepreneurial Management Unit's required curriculum course, "The Entrepreneurial Manager (TEM)." General management has been a core educational organizing framework at the Harvard Business School since its inception. Today TEM provides a powerful context in which to learn about general management. TEM seeks to build the knowledge, skills, tools, frameworks, and attitudes required to succeed as a manager. T...Starting at €8.20
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Introduction: Marketing and Democracy--How They Can Work Together
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7791BC-EMarketingMarketing performs an essential societal function - and does so democratically. People would benefit if the political and public realms were guided by the best of marketing, and vice versa. By assessing marketing's accomplishments, its shortcomings, and its achievements, it's possible to shed light on ways marketing can support strong, vibrant, democratic societies and contribute to the greater good. This chapter is excerpted from "Greater Good:...Starting at €8.20
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Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7852BC-EMarketingIn modern Western societies, marketplace exchanges and political exchanges, and the pursuit of self-interest and the pursuit of the common good, are inextricably linked. People can use political exchanges - such as supporting politicians who favor antitrust enforcement - to address problems they experience in marketing exchanges. It works both ways, too - boycotting producers and subscribing to political publications are ways to leverage marketin...Starting at €8.20
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Politics: Winner Takes All--What Politics Can Learn From Marketing
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7858BC-EMarketingIn the political marketplace of the United States, compared with the consumer marketplace, choice is limited and information is simultaneously overwhelming and inadequate. Borrowing more ideas and capabilities from marketing could be just what is needed to make American and other representative democracies more democratic. Political parties can learn from mass marketers how to both accommodate diversity in constituents' interests and desires, and...Starting at €8.20
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Programs: Civic Goods, Civil Services--What Government Can Learn From Marketing
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7860BC-EMarketingThe guiding principle of democracy is that the purpose of government is to serve its citizens. To a citizenry inundated with news of wrongdoing and scandals, the notion that the public comes first may seem at odds with reality. Since failure to serve citizens weakens the social bonds that make democracy viable, a democratic government stands to learn much from marketing about better communicating the positive contributions it makes to citizens' l...Starting at €8.20
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Nations: No Quick Fix--Applying Marketing Concepts to How They Compete
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7861BC-EMarketingNation-states compete with one another in the global economy for a variety of resources, including consumers and skilled workers. In the political realm, they compete for influence and favorable global attention. Success on both fronts require nation-states to market themselves much the same way as do the best companies. In addition, democracy and economic development are closely associated - sustainable development benefits from an active civil ...Starting at €8.20