The Impact of Marketing Strategies on Society
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
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.