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  • Examining the Unintended Consequences of Marketing

    Author(s)
    Fry, ML
    Polonsky, MJ
    Griffith University Author(s)
    Fry, Marie-Louise
    Year published
    2004
    Metadata
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    Abstract
    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.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.
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    Journal Title
    Journal of Business Research
    Volume
    57
    Issue
    11
    DOI
    https://doi.org/10.1016/S0148-2963(03)00073-0
    Subject
    Marketing Theory
    Marketing
    Publication URI
    http://hdl.handle.net/10072/36266
    Collection
    • Journal articles

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