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How Marketing Can Save Democracy

Continuing to Broaden the Marketing Concept

ISBN: 978-1-78754-825-1, eISBN: 978-1-78754-824-4

Publication date: 17 September 2020


Often when we think about the need for democracy and democratic values we look externally to other countries like China, Russia, the former Soviet Union, and various banana republics. Today, the role of democracy is even challenged in the United States. Some candidates are even calling for more socialism.

But, are we even living up to democratic values today? About 98 million eligible voters did not vote in the 2016 election. Increasing number of surveys highlights the loss of democratic values. The continuous attacks by our president on free press and other democratic values, truth, and science are a fundamental threat to our most treasured values.

We believe that marketing, if practiced in an enlightened, positive, and ethical way, can help restore our democracy and democratic values. We elaborate on these values and how marketing can play a role in restoring democracy.

We hope that after reading our chapter you will join our movement to restore democracy and democratic values in America.



Wind, Y.(. and Reibstein, D. (2020), "How Marketing Can Save Democracy", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, Bingley, pp. 29-51.



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