To Coerce or Not to Coerce--That is the Question; Marketing Research and its Place in Business Strategy.

... To Coerce or Not to Coerce--That is the Question; Marketing Research and its Place in Business Strategy. David Oxley MKT 421 Professor Vellore Sunder May 5, 2004 To Coerce or Not to Coerce--That is the Question; Marketing Research and its Place in Business Strategy. We live in a "use it up and wear it out" society. The world's resources are being depleted at unsustainable levels to feed a rampant consumerism justified in large part by the mirage of higher standards of living under the broad banner of capitalism and free markets. The chief champion of consumerism is the marketing industry. While this paper does not necessarily intend to suggest that a properly monitored market economy can not succeed in balancing consumerism with reasonable environmental and egalitarian ideals, the central theme involves whether pure pursuit of "anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client" can be taken

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