Naslov
The Paradoxical Relationships Between Marketing and Vulnerability

Autori
Shultz, Clifford J. ; Halbrook, Morris B.

Izvornik
Journal of public policy & marketing (0743-9156) 28 (2009); 124-127

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
marketing; public welfare; consumers; macroeconomics; cultural capital; policy sciences

Sažetak
Marketing both reduces and contributes to consumer vulnerability. In this essay, the authors explore this paradoxical relationship. Complexities and nuances captured in existing definitions are revisited. The authors then share a more expansive perspective ; they offer a new typology with hopes of drawing attention to multifaceted and conflicting challenges so as to stimulate fresh thinking. Several points are raised so that policy makers and marketers might be inspired to invoke systemic solutions that increase the security and well-being of consumers who are subject to various vulnerabilities.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA