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The Next Wave: Scale is hard to find in Africa

The Next Wave: Scale is hard to find in Africa
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Better marketing for a better world

Newly published research contained in the Special Issue of the
Journal of Marketing features fourteen global author teams focused on the topic of Better Marketing for a Better World. Edited by Rajesh Chandy (London Business School), Gita Johar (Columbia University), Christine Moorman (Duke University), and John Roberts (University of New South Wales), this Special Issue brings together wide-ranging research to assess, illuminate, and debate whether, when, and how marketing contributes to a better world.
The Special Issue is built on the thesis that marketing has the power to improve lives, sustain livelihoods, strengthen societies, and benefit the world at large. It calls for a renewed focus by marketing scholars on how marketing can contribute to a better world and argues that scholars should examine the impact of marketing on outcomes beyond just what is good for the financial performance of firms. Better Marketing for a Better World emphasizes marketing s role in enhan ....

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