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Roland rust university of maryland. “Better Marketing for a Better World”. Roland Rust. Idea 1: Consumer research should not just be about understanding consumers. Consumer advocacy is important Consumers Union PIRGs PACT
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“Better Marketing for a Better World” Roland Rust
Idea 1: Consumer research should not just be about understanding consumers. • Consumer advocacy is important • Consumers Union • PIRGs • PACT • Let’s also understand how organizational behavior affects consumers
Idea 2: Sometimes marketing for a better world means stopping bad things from happening. • “Discrimination in Service” • Discrimination without bigotry • Privacy violations • Facebook data abuses • Unethical business practices • Automatic magazine renewals (in fine print)
Idea 3: Marketing for a better world is not always about altruism. • The case of customer satisfaction • Discrimination in service • Nothing motivates CEOs like a win-win!