This paper aims to examine the role that the various vehicles of marketing communications can play with respect to communicating, publicising and highlighting organisational CSR policies to its various stakeholders. It will further endeavour to evaluate the impact of such communications on an organisation's corporate reputation and brand image. The proliferation of unsubstantiated ethical claims and so-called 'green washing' by some companies has resulted in increasing consumer cynicism and mistrust. This has made the task of communicating with, (...) and more importantly convincing, an organisation's stakeholders vis-à-vis its CSR credentials even more difficult. This paper argues that marketing communications tools can play a major role in conveying a company's CSR messages and communicating a more socially responsible image. (shrink)

This paper aims to examine the role(s) that the various vehicles of marketing communications can play with respect to communicating, publicising and highlighting organisational CSR policies to its various stakeholders. It will further endeavour to evaluate the impact of such communications on an organisation's corporate reputation and brand image. The proliferation of unsubstantiated ethical claims and so-called 'green washing' by some companies has resulted in increasing consumer cynicism and mistrust. This has made the task of communicating with, (...) and more importantly convincing, an organisation's stakeholders vis-à-vis its CSR credentials even more difficult. This paper argues that marketing communications tools can play a major role in conveying a company's CSR messages and communicating a more socially responsible image. (shrink)

The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it changed significantly in the second half of the 20th century and continues to change its attitudes, especially in terms of the use of social communication and attitude to the media mass. The Church’s growing openness to media relations and the use of a rich instrumentation of social communication has become one of the reasons for the growing (...) popularity of market orientation among the clergy and active believers, which opens opportunities for the development of the concept of a specific sectoral marketing formula of church marketing. In this article the authors search for the causes of the progressive phenomenon of the marketization of religion, present examples of the activities of the Polish Catholic church, inscribed in the church marketing trend, as well as define the negative consequences resulting from its dissemination. The applied research method is based on the literature analysis and case studies analysis. (shrink)

The increased usage of marketing communications on the internet has presented a number of significant business ethics issues. And, while regulatory agencies have increased their vigilance in protecting consumers from injury, the uniqueness of business via the internet has challenged these agencies to respond in evolving ways. This paper provides a brief overview of the application of the FTC''s lesser known unfairness doctrine as a potential framework for better understanding emerging privacy and e-commerce issues, and specific examples are (...) provided for illustration. (shrink)

With the internationalisation of the Chinese market, Confucian ethics began to draw researchers' attention. However, little research has been conducted in the specific application of Confucian ethics in marketing communication. This article fills in the research gap by examining how Confucian ethics underpins the discourse of Chinese Expo invitations. Chinese sales managers' views are incorporated into the analysis as substantiation of findings. Confucian ethics embraces both qing (emotion) and li (reason) and relevant ethical values such as guanxi (connections), qing, (...) and mianzi (face) play an important role for advertising Expos and trade fairs. The study also highlights the complexities of Chinese Expo advertising that is embedded in inviting behaviour. These findings shed light on understanding Confucian ethics in marketing communications in general and have implications for ethical international marketing and advertising practices. (shrink)

Marketing communication executives are continuously confronted with dilemmas requiring moral deliberation. To better understand morality, media ethicists have applied moral psychology theory to und...

Language plays an extremely important role for people in terms of engaging in various learning activities. Due to the progress of network technologies, it is an immediate goal for enterprises to take a completely new development direction with the application of network technology. Nevertheless, they encounter many difficulties in carrying out overseas marketing such as localization transformation, jet lag, lack of professional marketers, problems with sellers’ product quality, problems with customers’ credit checks, international payment problems, and logistics and delivery (...) problems. These problems mainly result from a difference in language families. The current study was conducted as an experimental study with the participation of overseas marketers in Hebei province. Milieu teaching was implemented with an experimental group and traditional teaching was maintained in the control group for a 20-week experimental procedure. The research results revealed significantly positive effects of milieu teaching on communication skills, milieu teaching on language learning confidence, and communication skills on language learning confidence. Based on the results, it can be stated that the study is expected to help effectively enhance the communication skills and language learning confidence of overseas marketers to achieve the goals of promoting oral expression and language-use skills. (shrink)

Research indicates that the integrity demonstrated by a business can have a positive effect on its bottom line. The challenge is to not only embrace and voice ethical principles, but to also practice them in all business transactions. When the world knows that a business can be trusted to act ethically, the results show up not only in higher profits but also in lower employee turnover and better customer relations.This volume of research reinforces our comprehension of marketing as more (...) than a functional area of organisations; marketing spans the boundaries of the enterprise and is the nexus for many of its stakeholders. Therefore, the reader will find chapters relating not only to typical marketing activities such as advertising but also about the importance of communicating ethics in the banking industry and the ethical concerns of promoting tourism. For it is not a matter of simply behaving ethically but of voicing that behaviour and the resulting impact of it on the company, on the consumer, on the shareholder and on society as a whole. (shrink)

Can we conceive of a market economy that fulfils the ideals of socialism? In this book, David Miller provides a comprehensive examination, from the standpoint of political theory, of an economy in which market mechanisms retain a central role, but in which capitalist patterns of ownership have been superseded.

This volume presents historical, contemporary, and theoretical perspectives on the role of local communities and social norms in the economic development process. Using historical evidence combined with recent developments in institutional economics involving game theory and contracts, it establishes that communities can enhance the development of a market economy under certain circumstances -- and sheds light on what those circumstances are.

Commercial genetic testing offered over the internet, known as direct-to-consumer genetic testing (DTC GT), currently is under ethical attack. A common critique aims at the limited validation of the tests as well as the risk of psycho-social stress or adaption of incorrect behavior by users triggered by misleading health information. Here, we examine in detail the specific role of advertising communication of DTC GT companies from a medical ethical perspective. Our argumentative analysis departs from the starting point that DTC GT (...) operates at the intersection of two different contexts: medicine on the one hand and the market on the other. Both fields differ strongly with regard to their standards of communication practices and the underlying normative assumptions regarding autonomy and responsibility. Following a short review of the ethical contexts of medical and commercial communication, we provide case examples for persuasive messages of DTC GT websites and briefly analyze their design with a multi-modal approach to illustrate some of their problematic implications. We observe three main aspects in DTC GT advertising communication: (1) the use of material suggesting medical professional legitimacy as a trust-establishing tool, (2) the suggestion of empowerment as a benefit of using DTC GT services and (3) the narrative of responsibility as a persuasive appeal to a moral self-conception. While strengthening and respecting the autonomy of a patient is the focus in medical communication, specifically genetic counselling, persuasive communication is the normal mode in marketing of consumer goods, presuming an autonomous, rational, independent consumer. This creates tension in the context of DTC GT regarding the expectation and normative assessment of communication strategies. Our analysis can even the ground for a better understanding of ethical problems associated with intersections of medical and commercial communication and point to perspectives of analysis of DTC GT advertising. (shrink)

The Farmers Market Nutrition Program (FMNP) is a federal-state partnership designed to provide fresh, locally grown produce to low-income participants at nutritional risk and expand consumer awareness and use of local produce sold at farmers markets. This paper describes the results of a collaboration initiative based on the typology of a “comprehensive, multisectorial collaboration” to support the FMNP. We report the outcomes of the partnerships that developed over three years, including increased outreach to FMNP participants and strategies to decrease barriers (...) to participation. Those partnerships that reached higher degrees of coordination or collaboration are now addressing market accessibility and market quality in new ways. Those partnerships that exhibited the highest degree of collaboration are contributing to community capacity building beyond FMNP issues per se and to larger issues affecting the agriculture community and the food security of residents. (shrink)

The meaning of “information and communication technologies (ICT)”, “market of information and communication technologies” were clarified in the article. Components and priority areas for capital investment in the ICT market were determined. The relativity of relationship between the placement of supercomputers in the countries and their level of innovation was revealed. The tendencies of world ICT market development were defined. The place of Ukraine in the world ICT market was established.

This article offers an analysis of marketing as an ideological set of practices that makes cultural interventions designed to infuse social relations with biopolitical injunctions. We examine a contemporary site of heightened attention within marketing: the rise of online communities and the attendant profession of social media marketing managers. We argue that social media marketers disavow a core problem; namely, that the object at stake, the customer community, barely exists. The community therefore functions ideologically. We describe the (...) ideological gymnastics necessary for maintaining momentum behind a practice that barely exists and we ponder why such ideologies are necessary, and what they allow the marketer to do. Working with such concepts as ‘the wild’, ‘communicative capitalism’, and ‘biopolitical marketing’, we explore a genre of popular business literature that proselytizes for online customer communities and we reflect on the broader implications. (shrink)

The chemist and philosopher Michael Polanyi (1891–1976) is today recognized as one of the most important twentieth-century thinkers about scientific knowledge and scientific community. Yet Polanyi's philosophy of science exhibits an unresolved tension between science as a traditional community and science as an intellectual marketplace. Binding together these different models was important for his overall intellectual and political project, which was a defense of bourgeois liberal order. His philosophy of science and his economic thought were mutually supporting elements within this (...) political project. Polanyi's intellectual corpus formed a contradictory unity, the tensions within which were manageable only under particular historical conditions. His attempt to hold together traditional authority and the free market fit with, and derived plausibility from, the social conditions under which his philosophical work came to maturity: Keynesian class compromise and surviving habits of social deference within postwar Britain. (shrink)

Should media communication be left to the market, or rather (partly) removed from the market? This question is discussed by reconstructing an often-found ‘standard argument’ in the literature on the subject. This standard argument states that some form of market-independent media provision is required since markets will fail to deliver a specific kind of high-quality content conducive to the democratic process. This paper argues that the standard argument is defective in several respects. By doing so, it reevaluates the way we (...) think about the contribution of the media towards democracy and the role that the market is to play in this respect. First, the paper argues that the standard argument's normative premise should not be couched in a welfarist theory but in terms of the capabilities that the media should strive to realise. Second, it sets the normative expectations of the media's contribution towards the public sphere and democracy at too high a level. Third, the standard argument's diagnosis of the market's failure incorrectly assumes that the market can never generate the demand for high-quality content. An alternative, more circumscribed claim about the market's failure is presented, resting on two more contingent types of demand failure. (shrink)

Business firms have been explained as internal markets or as communities. To be sustainable, however, they need to reconcile these two constituting elements that have mainly been touted as opposite and part of a dualistic relationship. We suggest that organizations may, in alternative, view market and community as part of a duality, interdependent and mutually constituting processes that may not only contradict each other but also enable one another. The implications of a duality view for business ethics, which articulates market (...) and community elements in a fruitful, mutually enabling relationship, are considered, and duality is presented as a way of transcending what is commonly viewed as opposition, moving organizations both in the direction of humane and competitive finalities. (shrink)

Heintz & Scott-Phillips's hypothesis that the topic range and type diversity of human expressive communication gains support from consilience with prior accounts of market exchange as fundamental to unique human niche construction, and of mindshaping as much more important than mindreading. The productivity of the idea is illustrated by the light it might shed on why elephants seem to engage in continuous social communication for little evident purpose.

The virtual community under consideration is called theNigerian Village Square, ‘…a marketplace of ideas’. As an online discussion forum, NVS combines the features of listservs and newsgroups with a more elegant and user-friendly interface. While computer-mediated communication technologies augment political discourse in established democracies, new media and mobile technologies create avenues for a virtual sphere among Nigerians. Therefore, the ideal virtual sphere guarantees equal access to all connected netizens, equal right for all languages in netizens’ linguistic repertoire, and it fosters (...) democratic deliberation through policy debates, public dialogues and ‘online polylogues’. By linguistic marketing is meant discourse as a vehicle for ‘promotional acts’ and for ‘selling’ particular cultures and ideologies to multicultural and multilingual readers/audiences. One interpretation of this is in terms of asserting language rights and linguistic equality. The use of Nigerian languages with Nigerian Pidgin online is promotional and forexistential negotiation. This results in language mixture which is an instantiation of freedom of speech, freedom of switch and freedom to switch. The underlying pragmatic motivation for top-down language mixture and alternation in Nigerian virtual discourse is attention-getting with the aim of inducing an interdiscursive writer-reader cognitive as well as communicative interaction. Other pragmatic functions of code switching discussed in the paper include allusive textuality, amusing phaticity, anticipated interactivity, affective expressivity and audience affiliation or alienation, among others. Thus, intertextuality is an explanatory technique for investigating previously unexplored phenomena in digital code switching. (shrink)

The retirement village sector1 is one part of the increasingly marketized `aged-care' services in New Zealand and in many other parts of the industrialized world. While critical researchers have examined organizational and residents' representations of aging, retirement, and retirement communities in the context of `the market', there is no research that examines communication related to residents' enactment of participation within these settings with respect to these processes of marketization. We aim to refine, complicate, and extend what we might call `the (...) marketization thesis' through this study that examines resident participation within retirement communities. This essay is based on a comparative examination of two major New Zealand retirement community organizations. The rhetorical and critical discourse analysis reveals the complexity of what `participation' means for the residents within the context of an institution that is in transition from a medicalized to a marketized model of service delivery. Through a close examination of these meanings, we offer new insights into issues of individual action and freedom within the frame of a market-driven and avowedly `customer-centred' organization and consequently suggest a reconsideration of participation in organizations in which clients are also `insiders'. (shrink)

Eco-communities are a potential model for the socio-technological transition to a post-carbon society. The debate over their economic sustainability has, however, been limited. This article aims to enhance the discussion by offering a conceptualization of the economic micro-system created in eco-communities. It uses the economic terms households and firms to discuss two ways in which the community economy is positioned and then goes on to explore the principles behind the non-market (non-monetary) activities of households and the not-only-for-profit activities of firms (...) as the basis of the eco-community economy. It concludes by pointing out that both can operate in parallel, with eco-communities producing non-market capital that can be used to develop not-only-for-profit activities which support the economic sustainability of the projects. (shrink)

After workshops on the topics “Handcraft and Spiritual Craftsmanship” and “Cure and Spiritual Healing,” the third and final interdisciplinary working conference of the German Research Foundation project “Markets of Singularities—Hybrid Religious Networks in Mecklenburg-Western Pomerania” took place on March 22 and 23, 2019, at the University of Rostock under the title “Ecology–Community–Spirituality: Holistic Lifestyles on the ‘Markets of Singularities.’” For two days, a diverse group of scholars and leaders from the field attempted not only to define the organic sector and (...) the holistic approach that often seems to underlie it but also to better understand the market and market mechanisms for ecological products... (shrink)

Epistemic questions have become an important area of debate within democratic theory. Epistemic democrats have revived epistemic justification of democracy, while social scientific research has speared a significant debate on voter knowledge. An area which has received less attention, however, is the epistemic case for markets. Market advocates have developed a number of epistemic critiques of democracy which suggest that most goods are better provided by markets than democratic institutions. Despite representing important challenges to democracy, these critiques have gone without (...) reply as democratic theorists have tended to exclude markets from consideration. This article responds to these critiques and argues that there are good epistemic grounds for granting a much greater role to democracy than its market critics have claimed. It argues that there is a broad range of goods, including important ethical goods, which are better provided by democracy than markets due to the particular epistemic burdens they create. (shrink)

Just as socially irresponsible organizational behavior leaves a punitive legacy on society, socially responsible organizations can foster curative change. This article examines whether small organizations can foster societal change toward more sustainable modes of living. We contend that consumption is deeply intertwined with social relations and norms, thus making individual behavioral change toward sustainability a matter of facilitating change in individual behavior, as well as in social norms and relations between organizations and consumers. We argue that it is in this (...) facilitation process that small firms can play a major role, by adopting upstream and downstream approaches to diffuse behavioral change. By synthesizing four key strands of literature -small businesses and corporate social responsibility, ethical consumption, community social marketing, and the diffusion of innovation — and using the exemplar case of Modbury, the iconic "plastic bag-free" town, we demonstrate how responsible small firms can influence communities, and the individuals therein, to encourage environmentally sustainable practice to diffuse and support change in society. (shrink)

Civic agriculture is characterized in the literature as complementary and embedded social and economic strategies that provide economic benefits to farmers at the same time that they ostensibly provide socio-environmental benefits to the community. This paper presents some ways in which women farmers practice civic agriculture. The data come from in-depth interviews with women practicing agriculture in Pennsylvania. Some of the strategies women farmers use to make a living from the farm have little to do with food or agricultural products, (...) but all are a product of the process of providing a living for farmers while meeting a social need in the community. Most of the women in our study also connect their business practices to their gender identity in rural and agricultural communities, and redefine successful farming in opposition to traditional views of economic rationality. (shrink)

This study aimed to identify the reality of marketing services in Palestine Cellular Communications Company (Jawwal) from the viewpoint of the workers, where the researchers used the descriptive analytical method, through a questionnaire randomly distributed to the sample of workers in Palestine Cellular Communications Company (Jawwal) in Gaza Strip reached (60) employees. The study reached a number of results, the most important of which are: The results showed that there is a high level of efficiency of (...) class='Hi'>marketing services in Palestine Cellular Communications Company (Jawwal) with a relative weight (91.63%). The results showed that there were no statistically significant differences in the efficiency of marketing services according to the gender variable in favor of males. The study made a number of recommendations, the most important of which are: Attention to the use of electronic publishing means to motivate beneficiaries to receive the company's services. Increase the confidence of the beneficiaries in the company's services by offering competitive campaigns that meet the needs of the beneficiaries. (shrink)

Most writers on resource management presume that local populations, if they act in their self-interest, seldom conserve or protect natural resources without external intervention or privatization. Using the example of forest management by villagers in the Indian Himalayas, this paper argues that rural populations can often use resources sustainably and successfully, even under assumptions of self-interested rationality. Under a set of specified social and environmental conditions, conditions that prevail in large areas of the Himalayas and may also exist in other (...) mountain regions, community institutions are more efficient in managing resources than either private individuals or the central government. In advancing this argument, the paper undermines the often dogmatic belief in the universal superiority of private forms of ownership and management. (shrink)

The increased usage of questionable environmental marketing claims has become an issue of concern for academics, policy makers and consumers. Much of the research to date, has focused on the accuracy of environmental claims in advertisements, with the information on product packaging being largely ignored. This study uses a content analysis to examine the environmental information on packaging. More specifically it examines the packaging of the population of dishwashing liquid bottles available in grocery stores in a large city in (...) Australia. Evaluation criteria are developed to classify the various types of information and the degree to which the information is "misleading". Seven different informational categories and four accuracy categories are developed. These criteria are developed based on the existing environmental advertising literature and environmental marketing regulations in the U.S. and Australia. It was found that a majority of the packaging information can be classified as being not accurate. (shrink)

This article examines the affordable housing market to develop a new way to understand the problem of co-optation in participatory urban governance. Through a case study of the Chicago metropolitan area, it uses data from 105 in-depth interviews—supplemented with ethnographic, archival, and secondary data—to shed light on the circumstances in which poverty-managing organizations compete for the resources necessary to house marginalized populations. Findings show how community-based groups, which have long housed the poorest neighborhoods and residents, are systematically excluded from access (...) to development capital in favor of other “grassroots for hire” organizations more amenable to the elite co-optation of grassroots empowerment—a process referred to as co-optation by cohort replacement. The article discusses implications of these findings for the study of urban development, participatory governance, and the changing social safety net. (shrink)

This study uses a Corpus Assisted Discourse Studies methodology to provide the first systematic analysis of how trust is discursively constructed in crypto-drug markets. The data come from two purpose-built corpora. One comprises all the forum messages posted on the flag ship crypto-drug market Silk Road during the years in which it traded on the hidden net. The other corpus comprises all the reports published by the United Nations Office on Drugs and Crime during the same period. Our analysis of (...) trust focuses on the identities of those buying and selling drugs. The findings reveal that the Silk Road community members regularly discussed vendors’ identities alongside a continuum of trust–risk calculation, explicitly identifying both ‘good’ and ‘bad’ practices and hence engaging in self-regulatory discourses, and mainly constructed drug users’ identities in relation to values of expertise, integrity and benevolence. The findings also suggest that hard law enforcement activity, such as crypto-drug market closure, may encourage technological innovation within these markets. Moreover, our results show a disconnect between the discursive reality of the policy-making documents we examined and the very crypto-drug markets that they seek to legislate. (shrink)

Two Community Development Corporations in Oakland, California, anchor the following analysis. These legally homogenous organizations have implemented similar “low-income” redevelopment projects widely hailed as representing a single successful blueprint for urban revitalization. Despite their similarities, however, these entities have produced starkly different socio-economic outcomes—a phenomenon traced to the CDCs' divergent internal structures and the contrasting external contexts of their development activities. These variations generated competing “logics” of redevelopment. On one hand, we find a CDC dominated by market-oriented interests and the (...) economic logic of exchange-values, while on the other, we find a CDC dominated by community-oriented interests and the social logic of neighborhood use-values. (shrink)

This paper examines the discursive transformation of the historic American public market from that of a municipally regulated institution intended to ensure fair trade and equitable food distribution to “a public place” that emphasizes community identity and sociability. Using a semiotic analysis of interviews with 31 market managers of 30 historic and contemporary American public markets, data from historic documents, and multiple site visits, we compare the social construction of the contemporary public market to farmers markets, supermarkets, and the early (...) twentieth century public market. We analyze the meanings managers create in the contemporary public market to understand the administrative rationalities within which the public market operates. Our analysis reveals evidence of competing imaginaries active in the public market, organized around broad notions of “public benefit,” “community culture” and “institutional viability.” We propose that these tensions are embedded in the public market as an institution historically implicated in regimes of food distribution. In the contemporary context, we conclude, public markets largely substitute the spectacle of community and the image of an historic public life for a legally instated commitment to the just governance of food systems. (shrink)

The Goldschmidt Hypothesis posits that rural community welfare is negatively associated with the scale of farms surrounding them. The intervening mechanism that links a farm structure dominated by larger farms to negative rural community welfare outcomes is polarized class structure. There have been a number of studies that have found support for the basic relationship between increasing farm scale and negative rural community outcomes. However, since Walter Goldschmidt’s original study was completed in the 1940s, the agricultural market and farming structures (...) have changed dramatically. Market structure is now more differentiated than in previous decades. Vertical and horizontal integration, contract production, organic and other specialty markets, and direct marketing are examples of new marketing forms that have emerged over the past few decades. In addition, as farm and market structure have shifted, some states have enacted public policy to forestall negative outcomes related to the industrialization of agriculture. Previous studies which measured the effects on rural community welfare from the structure of the surrounding farming sector have been valuable contributions to the development of the sociology of agriculture and have led to increased understanding of agriculture and rural development. However, a new generation of studies should be undertaken to address the impacts of changing market structure as well as assess public policy attempts to mitigate negative impacts of agricultural industrialization. To that end I present a discussion of conceptual and methodological issues related to such a research program. And I offer a conceptual model intended to be useful in guiding future research in this area. (shrink)

Philosophy &Public Affairs, Volume 51, Issue 3, Page 234-264, Summer 2023.

The polarization of the individual and the community that underlies much of the debate between individualists and communitarians is made possible in part by the literal vanishingof civil society—the domain whose middling terms mediate the stark opposition of state and private sectors and offer women and men a space for activity that is both voluntary and public. Modern democratic ideology and the reality of our political practices sometimesseem to yield only a choice between elephantine and paternalistic government or a radically (...) solipsistic and nearly anarchic private market sector—overnment gargantuanism or private greed. Americans do not much like either one. President Clinton's callfor national service draws us out of our selfishness without kindling any affection for government. Private markets service our avarice without causing us to like ourselves. The question of how America's decentralized and multi-vocal public can secure a coherentvoice in debates over public policy under the conditions precipitated by so hollow and disjunctive a dichotomy is perhaps the most important issue facing both the political theory and social science of democracy and the practice of democratic politics in America today. Two recent stories out of Washington suggest just how grave the situation has become. Health-care reform failed in a paroxysm of mutual recrimination highlighted by the successful campaign of the private sector against a presidential program that seemed to be widely misunderstood. The public at large simply went missing in the debates. (shrink)

Many companies are now targeting the sizeable segment of consumers in Bottom-of-the-pyramid (BoP) markets with new products to specifically address their needs. As mainstream consumers become aware of these initiatives, their views on what products may be construed as appropriate for BoP marketplaces, may influence their attitudes towards the companies engaging in BoP activities. We propose that when the mainstream consumers are culturally distant from the BoP consumers, they have less favourable attitudes towards a company marketing a hedonic product (...) to BoP consumers, compared to a utilitarian one. However, when the mainstream consumers are culturally closer to the BoP consumers, they are less likely to react negatively to a company’s marketing of a hedonic product compared to a utilitarian one. We theorize that these differences in evaluation are based on the mainstream consumers’ expectations regarding the products a company would/should target towards BoP consumers. We also examine two company characteristics (country-of-origin and profit orientation) as contingency factors affecting the attitudes of culturally close mainstream consumers towards companies engaging in BoP practices. Across two studies, we find support for our hypotheses. This research adds to a new stream of scholarship that theorizes about the permissible consumption mindset of mainstream consumers. The research also provides guidance to marketing managers and communication experts to help build favourable company attitudes and minimize any mainstream negativity towards a company’s marketing initiatives in the BoP domain. (shrink)

The concept of social capital refers to the ways in which people make use of their social networks in "getting ahead." Social capital isn't just about the connections in networks, but fundamentally concerns the distribution of resources on the basis of exchanges. This volume focuses on how social capital interacts with social institutions, based on the premise that markets, communities, and families are the major contexts within which people meet and build up social networks and the foci to create social (...) capital. Featuring innovations in thinking about exchange mechanisms, resource distribution, institutional logics, resource diversity, and the degree of openness or closure of social networks, these chapters present some of the most important advances in this essential field. Paralleling these theoretical developments, the chapters also improve practical methodological work on social capital research, using new techniques and measurement methods for the uncovering of social logics. (shrink)

This paper examines visual representation from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. Suggests ways to clarify complex issues of representational ethics in marketing communications and marketing representations, suggesting an analysis that makes identity creation central to societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, drawing upon tourist promotions, advertisements, and mundane objects in material culture. Moreover, music is an important force in (...) class='Hi'>marketing communication: visual representations in music promotions are also explored as data for inquiry. Offers an alternative to phenomenologically based approaches in marketing and consumer research scholarship that use consumer responses to generate data. Contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation. (shrink)