Overview

Marketing in the Firm and Society by George S. Day explores marketing's dual role-as a driver of corporate success and as a force that shapes societal values. This thought-provoking book examines how marketing decisions affect not just the firm's bottom line but also the broader social, cultural, and ethical landscapes. Spanning research on corporate responsibility, consumer welfare, and marketing's public perception, Day provides a balanced view of the discipline's power and responsibilities. He dives into how firms can integrate social value into marketing strategy, create ethical customer relationships, and foster trust while still achieving competitive advantage. Ideal for scholars, executives, and policymakers, this book challenges readers to think about marketing beyond profit-positioning it as a key contributor to sustainable development and societal progress. As part of the Legend in Marketing series, this book highlights George Day's pivotal role in expanding the boundaries of marketing thought to include public good, transparency, and long-term accountability.

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9781636514635

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George S. Day is the Geoffrey T. Boisi Emeritus Professor and Emeritus Faculty in Residence at the Mack Center for Technological Innovation at the Wharton School, University of Pennsylvania. He was previously the Executive Director of the Marketing Science Institute and is a past chairman of the American Marketing Association (AMA). Day has authored 20 books in the areas of marketing, innovation and strategic management and has published over 135 articles. He has won one best book award and 10 best article awards, and two of these articles were among the top 25 most influential articles in marketing science in the past 25 years. He was honored with the Charles Coolidge Parlin Award in 1994, the Paul D. Converse Award in 1996, the Sheth Foundation award in 2003, the Mahajan Award for career contributions to strategy in 2001, and the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award in 2003. In 2011, he was selected to be one of 11 Legends in Marketing. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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