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Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising

Author

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  • Iyer, Easwar S.
  • Bhattacharya, C.B.

Abstract

We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles.

Suggested Citation

  • Iyer, Easwar S. & Bhattacharya, C.B., 2011. "Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising," Journal of Business Research, Elsevier, vol. 64(1), pages 59-60, January.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:1:p:59-60
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    Cited by:

    1. Sergio Pardo-Jaramillo & Andrés Muñoz-Villamizar & Ignacio Osuna & Rolando Roncancio, 2020. "Mapping Research on Customer Centricity and Sustainable Organizations," Sustainability, MDPI, vol. 12(19), pages 1-18, September.
    2. Jacob Brower & Vijay Mahajan, 2013. "Driven to Be Good: A Stakeholder Theory Perspective on the Drivers of Corporate Social Performance," Journal of Business Ethics, Springer, vol. 117(2), pages 313-331, October.

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