Greater Good

In this summary you will learn

• How marketing promotes and improves democracies
• How political and consumer marketing are similar – and how they differ
• How marketing techniques can improve citizen participation in government

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Why you should read Greater Good

Since marketing is the engine behind economic development in any advanced consumer society, a direct link connects the success of marketing as a whole with the health of the democracy. Explaining this link – and showing how marketing and government complement each other – requires discussing many issues affecting consumers and citizens. To get to all the relevant issues, John Quelch and Katherine Jocz do meander a bit, but they make an innovative argument showing the benefits of linking better democratic practices to the best practices of marketing. They demonstrate that politics can distort the marketing process by injecting misrepresentation, half-truths and broken promises. In the marketing world, those practices get you into trouble with the Federal Trade Commission and consumer groups, but in politics they are common practice. Can politicians learn from marketers? Maybe, but getAbstract thinks this book is best suited for innovators in government, nonprofit leaders, professional marketers and anyone who needs to sell a message to win – from a salesperson to an on-the-stump politician.

About the Authors

John A. Quelch is a nonexecutive director of an international marketing services company, and senior associate dean and professor of business administration at Harvard Business School, where Katherine E. Jocz is a research associate. Previously, she was a vice president of research operations at a marketing institute.