Synopses & Reviews
Review
Fisk presents a collection of essays, by a number of authors, which identify and evaluate the `spillover' impact of marketing technology on our society and attitudes. Fisk states, `the publics impacted by marketing externalities need to understand the social benefits as well as the social costs they experience as a result of marketing activity.' The interaction of the marketing process with its environment is examined through four divisions that focus on definition of the marketing concept, marketing as a provisioning technology, channel network behavior, and advancing general knowledge in the field. Fifteen essays include numerous figures, charts, and diagrams. Complete notes and bibliographical information follow each essay; there is a detailed index for the entire text. General information is provided on each contributor at the end of the book. Appropriate for upper-division and graduate students conducting research in and for the personal libraries of professionals in the industry.Choice