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SET Marketing for the greater good

2/12/2021

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​I’ve been told that there is more money spent on marketing than is spent by governments on K-12 education worldwide. Marketing has a lot of influence in shaping how we live and perceive ourselves. If the purpose of marketing is to convince people to buy more, then we will never feel like we have enough. If marketing appeals to our self-interests, then we won’t be as inclined to care for the interests of others. Raj Manchanda (a friend and a Marketing scholar) and I recently published a paper in which we describe the hallmarks of SET marketing. In the paper we describe how the "profit-first" focus in conventional marketing has contributed to the social and ecological problems facing humankind. We then go on to describe what the classic 4 Ps of marketing—product, price, place, and promotion—look like from a SET perspective. This paper will be of interest to the growing number of business people and consumers who willingly compromise financial well-being and instead choose to optimize social and ecological well-being.

Springer Nature: Dyck, B., & Manchanda, R.V. (2021). Sustainable marketing based on virtue ethics: Addressing socio-ecological challenges facing humankind. 
Academy of Marketing Science Review, 1-18.
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    Bruno Dyck

    Bruno is an organizational theorist at the University of Manitoba. He loves being a management professor, scholar and teacher.

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​EMAIL BRUNO
​BRUNO DYCK
Bruno Dyck enjoys collaborating with managers, scholars, and students to promote SET management principles and practices. He is a Full Professor in the Asper School of Business at the University of Manitoba, and has published several prize-winning books and articles, and won awards for research and teaching, including the 2019 Expanded Reason Award. Bruno enjoys cycling to work year-round, becoming a vegetarian, buying local goods and services, hiking, and spending time with family and friends.

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EMAIL DAVID
DAVID HOLCOMB
​David Holcomb has assisted in the launch of this website -- developing ideas in conversation with Bruno and turning those ideas into reality. For the past 35 years, business for the common good has been one of David's vocational anchors. He has completed graduate work in both business and theological studies and has worked in both fields. Currently David resides with his family in Milwaukie, Oregon, where he serves as the Director of Finance and Operations with a local non-profit. 
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