Social Issues in Marketing: Readings for Analysis

Social Issues in Marketing: Readings for Analysis

Social Issues in Marketing: Readings for Analysis

Social Issues in Marketing: Readings for Analysis

Excerpt

Social Issues in Marketing presents a sampling of analysis and opinion concerning the role of marketing activity within the economic system and society at large. Its purpose is to draw attention to a group of difficult analytical problems that are generally neglected in the study of marketing from the managerial viewpoint. These problems are, however, relevant to business management and to understanding the larger environment within which the individual manager and firm operate. This book, then, is offered as a supplement to the currently popular managerial perspective presented in many marketing texts and courses. It is also a survey of issues important in themselves, issues that might be studied for their own sake, entirely apart from any managerial context.

The selections were chosen, edited, and arranged in order to illustrate the many social dimensions of marketing activity and to provide a variety of analytical methods and approaches. No attempt has been made to represent the full variety of the marketing literature or to make room for purely descriptive or polemical pieces. Nearly all of the selections included have been cut to some extent, some by as much as the deletion of entire sections; as a result, it has been necessary to renumber several tables and figures. Some selections have also been taken out of larger contexts. Thus, the form in which the readings are reproduced here does not necessarily reflect the full treatment by the author in the original. The purpose of these deletions, however, has been to isolate and highlight the material directly relevant to the topic under consideration. The introductory notes to each section are further designed to explain the purpose of the selections and the relation that exists among them.

The three topics selected for special attention in this book do not exhaust the possible ways in which the impact of marketing on society could be examined, nor do the selections themselves exhaust the issues and questions that might be raised on each topic. However, the breadth of these selections and the variety of viewpoints and methods presented should stimulate both students and instructors to raise and answer for themselves some questions of fundamental importance.

In the preparation of the volume I have been greatly assisted by Miss Dinoo Taraporevala and Mrs. Ellen McGibbon. The views expressed in the introductory notes are, however, entirely -- but I hope not solely -- my own.

LEE E. PRESTON

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