polonsky-examiningtheunintended-2004.pdf (52.4 kB)
Examining the unintended consequences of marketing
journal contribution
posted on 2004-11-01, 00:00 authored by Michael PolonskyMichael Polonsky, M L FryWhile 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 researchVolume
57Issue
11Pagination
1303 - 1306Publisher
ElsevierLocation
New York, N.Y.Publisher DOI
ISSN
0148-2963eISSN
1873-7978Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2003, ElsevierUsage metrics
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