Meltem Kiygi-Calli – författare

This edited collection provides a comprehensive analysis of how marketing management influences society. Investigating how marketing strategies intersect with societal well-being, authors also provide suggestions to navigate complex ethical and societal issues. Each chapter investigates a critical aspect of marketing, such as branding, pricing, social marketing, influencer marketing, and social media, and examines the societal impacts of companies’ marketing management strategies. Through an in-depth exploration of the existing literature combined with analysis of real-world examples, this book aims to address the broader implications of marketing decisions and contribute to a deeper understanding of the interaction between marketing and society.