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Management article
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Reference no. ART-1540
Spanish language
Published by: IESE Business School
Originally published in: "IESE Insight", 2009

Abstract

This is a Spanish version. The erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.

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Abstract

This is a Spanish version. The erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.

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