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These methods are explored here in a book that will make a unique contribution to our understanding of the marketing enterprise overall. Readers will gain insights into the difficulties of marketing these five product categories--why there is antagonism to these products, how marketers deal with this antagonism, and what specific marketing practices lead to increased social criticism. The study of these problems leads to a better understanding of the marketing of any product or service where the environment is unfriendly. Hostility toward the products comes not from consumers. Media and Messages. Meine Mediathek Hilfe Erweiterte Buchsuche. Select Bibliography. Offering a unique cross-industry comparison of marketing tactics, strategies, and hurdles to be overcome to counter the lack of legitimacy for these products in the marketplace, his book will be fascinating reading for marketing, advertising, and sales professionals as well as for academicians and students in these fields. Buyers, and of course, sellers, enter into the exchange relationship quite willingly and enthusiastically. Symbols and Other Promotional Tools. Greenwood Publishing Group Amazon. Davidson discusses in some detail the different circumstances surrounding each of these product categories but points out that what they have in common is a high level of controversy at this point in their history. Past and Present. It is these unusual marketing challenges that Dr. The hostility stems from some segments of society--often advocacy groups--who are opposed to the products and who gain a large enough membership or audience to impede and force changes in normal marketing practices. Kirk Davidson. Inhalt 1 Introduction. The Firearms Industry. Kirk Davidson Greenwood Publishing Group , - Seiten 0 Rezensionen Most products and services are marketed in positive or at least neutral environments.{/INSERTKEYS}{/PARAGRAPH} In addition to the predictable challenges and risks encountered in marketing any product--competitive pressures, changing economic conditions, shifts in consumer behavior--marketers must develop special tactics and strategies to counter the opposition which these products face. Not so with such products as cigarettes, alcoholic beverages, gambling, pornography, and firearms. For these particular products the environment can be actually hostile, and this poses special problems for marketers. Bibliografische Informationen. He contributes to a variety of academic books and journals and writes on marketing as a featured columnist in Marketing News. Account Options Anmelden. {PARAGRAPH}{INSERTKEYS}Most products and services are marketed in positive or at least neutral environments. Marketers thus face the unusual situation of working with products that are perfectly legal, although heavily regulated, but which are socially unacceptable. Challenges and Consequences. Davidson explores in this new study.