Covert Marketing


Journal of Public Policy & Marketing, Special Issue on Insights on Covert Marketing Activities; Deadline 1 Apr 2007

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Public Policy & Marketing

Date: Tue, 11 Apr 2006 12:46:09 -0400
From: "Brook A Hubner" <>

JPPM Call for Papers: Insights on Covert Marketing Activities

Firms are increasingly using covert marketing activities, such as product placement, buzz or guerilla marketing, and viral marketing. Although these techniques vary in form, they all share one thing in common: Consumers may be unaware that these communications are messages from marketers. Research is required to determine the implications of these techniques for marketing theory, marketing ethics, public policy, and consumer welfare. A special issue of JPP&M (Spring 2008) will examine these topics. The deadline for the special issue is April 1, 2007.