Examining the Unintended Consequences of Marketing

Fry, Marie-Louise and Polonsky, Michael Jay (2004) Examining the Unintended Consequences of Marketing. Journal of Business Research, 57 (11). pp. 1303-1306. ISSN 0148-2963


While many firms engage in successful marketing activities with outcomes beneficial for both the firm and its stakeholders, a number of situations occur where these successful outcomes impact in an unanticipated negative fashion on consumers, society and other stakeholders. This article examines the importance of firms evaluating the entire network of exchanges. Such evaluations of the firm and other stakeholders are steps toward ensuring that any unintended consequences of marketing activities are not only considered, but are also appropriately addressed.

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Published as
Marie-Louise Fry and Michael Jay Polonsky, Examining the unintended consequences of marketing, Journal of Business Research, Volume 57, Issue 11, November 2004, Pages 1303-1306.
Copyright 2005 Elsevier B.V. All rights reserved

Item type Article
URI https://vuir.vu.edu.au/id/eprint/74
DOI 10.1016/S0148-2963(03)00073-0
Official URL http://dx.doi.org/10.1016/S0148-2963(03)00073-0
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords marketing; marketing strategies;networking; consquences
Citations in Scopus 47 - View on Scopus
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