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Examining the unintended consequences of marketing

Polonsky, Michael and Fry, Marie-Louise 2004, Examining the unintended consequences of marketing, Journal of business research, vol. 57, no. 11, pp. 1303-1306.

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Title Examining the unintended consequences of marketing
Author(s) Polonsky, Michael
Fry, Marie-Louise
Journal name Journal of business research
Volume number 57
Issue number 11
Start page 1303
End page 1306
Publisher Elsevier
Place of publication New York, N.Y.
Publication date 2004-11
ISSN 0148-2963
1873-7978
Keyword(s) marketing
exchange
unintended consequences
stakeholder relationships
public policy
Summary While many firms engage in successful marketing activities with outcomes beneficial for both the firm and its stakeholders, a number of situations occur where these successful outcomes impact in an unanticipated negative fashion on consumers, society and other stakeholders. This article examines the importance of firms evaluating the entire network of exchanges. Such evaluations of the firm and other stakeholders are steps toward ensuring that any unintended consequences of marketing activities are not only considered but are also appropriately addressed.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2003, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016264

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.