TY  - BOOK
AU  - Quelch,John A
AU  - Jocz,Katherine E.
TI  - Greater good: how good marketing makes for better democracy 
SN  - 1422117359
U1  - 658.8 
PY  - 2007///
CY  - Boston, Mass.
PB  - Harvard Business Press
KW  - Democracia
KW  - Mercadeo
N1  - Incluye bibliografía; Introduction: marketing and democracy -- Marketing as democracy -- Exchange: a promise is a promise -- Consumption: the happiness of pursuit -- Choice: UBU (you be you) -- Information: knowledge is power -- Engagement: ties that bind -- Inclusion: the more the merrier -- Marketing for democracy -- Politics: winner takes all -- Media: lapdog or watchdog? -- Programs: civic goods, civil services -- Nations: no quick fix -- Conclusion: toward a greater good
ER  -