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Examining the unintended consequences of marketing

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journal contribution
posted on 2004-11-01, 00:00 authored by Michael PolonskyMichael Polonsky, M L Fry
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.

History

Journal

Journal of business research

Volume

57

Issue

11

Pagination

1303 - 1306

Publisher

Elsevier

Location

New York, N.Y.

ISSN

0148-2963

eISSN

1873-7978

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2003, Elsevier

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