This marketing seminar builds upon the Journal of Marketing Special Issue: Better Marketing for a Better World. See Chandy, R. K. et al. (2021) ‘Better Marketing for a Better World’, Journal of Marketing, 85(3), pp. 1–9 for the description.
This issue presents wide-ranging studies that deal with the evaluation of the contribution of marketing science and practice to the improvement in various aspects of the world. Based on this Special Issue, in this seminar, we will conduct a literature review leveraging concepts of marketing management and economic theory to address four key topics:
- Sustainability and Climate Concerns
- Economic and Social Empowerment
- Health and Wellbeing
- Prosocial Giving
- Kursverantwortliche/r: Dr. Vlada Pleshcheva
Semester: WiSe 2021/22