Marketing has the power to improve lives, sustain livelihoods, strengthen societies, and benefit the world at large. At the same time, marketing can have a dark side—it has the power to hurt consumers, employees, communities, markets, institutions, and the environment that surrounds us. The Special Issue of the Journal of Marketing on Better Marketing for a Better World (BMBW) brings together wide-ranging research to assess, illuminate, and debate whether, when, and how marketing contributes to a better world. This webinar launches the BMBW initiative—and the Special Issue—by addressing the many challenges we face as a field in developing new BMBW knowledge, and the many opportunities we have to overcome them. Join the Special Issue Editors Rajesh Chandy, Gita Johar, Christine Moorman, and John Roberts for a discussion and debate about how to approach these challenges and how to harness these opportunities to contribute to a better world.
View the slides for this presentation here.