Business, Management and Accounting
4 years ago

Positive marketing creates value for firms, customers, and society!

SSRN Electronic Journal
Creating Firm, Customer, and Societal Value: Toward a Theory of Positive Marketing
Ahir Gopaldas

Paper Summary

The article discusses positive marketing, which is any marketing activity that benefits the company, customers, and society. It explains how positive marketing works through two main forms: material-meaning innovations and practice innovations. The reasons for positive marketing are linked to activist executives and networked customers. The article also suggests strategies for success, acknowledges limitations, and suggests areas for future research.

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