The Good, Bad, and Ugly of Marketing - Jagdish Sheth
Explore ethical marketing practices and stakeholder-centric approaches to create sustainable business value while balancing profit and social responsibility.
Explore ethical marketing practices and stakeholder-centric approaches to create sustainable business value while balancing profit and social responsibility.
This course cannot be purchased separately - to access the complete learning experience, graded assignments, and earn certificates, you'll need to enroll in the full The 4 A's of Marketing with Jagdish Sheth Specialization program. You can audit this specific course for free to explore the content, which includes access to course materials and lectures. This allows you to learn at your own pace without any financial commitment.
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What you'll learn
Understand the principles of good marketing and its societal impact
Learn to minimize marketing waste while maximizing effectiveness
Master stakeholder marketing approaches beyond customer-centricity
Develop strategies for purpose-driven marketing
Balance company profitability with customer wellbeing
Skills you'll gain
This course includes:
1.1 Hours PreRecorded video
2 quizzes, 1 peer review
Access on Mobile, Tablet, Desktop
FullTime access
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There are 2 modules in this course
This comprehensive course examines the ethical dimensions of marketing practices and advocates for a purpose-driven approach. The curriculum explores how to create win-win situations for both customers and marketers while minimizing marketing waste. Students learn about stakeholder marketing, including internal, supplier, community, and investor marketing, with emphasis on balancing company profitability and customer wellbeing. The course demonstrates how stakeholder-focused marketing generates superior financial performance.
The Good Marketing: How to Achieve It
Module 1 · 1 Hours to complete
Does Stakeholder Marketing Pay Off?
Module 2 · 2 Hours to complete
Fee Structure
Instructor
Renowned Scholar in Marketing and Consumer Behavior
Jagdish N. Sheth is a distinguished academic and thought leader in the field of marketing, currently serving as the Charles H. Kellstadt Professor of Marketing at Emory University’s Goizueta Business School. With a career spanning over six decades, he has made significant contributions to consumer behavior, relationship marketing, and competitive strategy. Dr. Sheth is the founder of the Sheth Leadership Academy and has previously held prestigious positions at institutions such as the University of Southern California and the University of Illinois at Urbana-Champaign. His influential work includes over 300 publications and several acclaimed books, including The Accidental Scholar and The 4 A's of Marketing, which reflect his deep insights into modern marketing challenges. Recognized with numerous awards, including the Padma Bhushan for his contributions to literature and education, Dr. Sheth continues to inspire students and professionals alike through his innovative teaching methods and research initiatives aimed at understanding consumer dynamics in a rapidly changing global marketplace.
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