Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need!Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively.Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.

Paul N. Bloom is Professor of Marketing in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill Gregory T. Gundlach is Associate Professor of Marketing in the College of Business Administration at the University of Notre Dame Andrew V. Abela is Lecturer in Marketing in the McIntire School of Commerce at the University of Virginia Alan R. Andreasen is Professor of Marketing in the McDonough School of Business at Georgetown University J. Craig Andrews is Professor and the Charles H. Kellstadt Chair in Marketing at Marquette University John E. Calfee is Resident Scholar at the American Enterprise Institute (AEI) Brenda M. Derby is Statistician in Consumer Studies, Division of Market Studies, U.S. Food and Drug Administration Nikhilesh Dholakia is Professor of Marketing at the University of Rhode Island Ruby Roy Dholakia is Professor of Marketing at the University of Rhode Island Minette E. Drumwright has a joint appointment in the College of Communication (Department of Advertising) and the College of Liberal Arts at the University of Texas at Austin Julie Edell is Associate Professor in the Fuqua School of Business at Duke University Paul W. Farris is Landmark Communications Professor of Business at the Darden Graduate School of Business Administration at the University of Virginia Valerie S. Folkes is Professor of Marketing and Chairperson of the Department of Marketing in the Marshall School of Business at the University of Southern California Joseph P. Guiltinan is Professor of Marketing at the University of Notre Dame Michael R. Hagerty is Associate Professor in the Graduate School of Management at the University of California, Davis Patrick J. Kaufmann joined Boston University's faculty in 1998 Thomas A. Klein is Professor of Marketing at the University of Toledo R. Craig Lefebvre is Chief Technical Officer and Vice President of Health Communications at Prospect Associates Alan S. Levy is Team Leader in Consumer Studies, Division of Market Studies, U.S. Food and Drug Administration Linda A. Lewis is a doctoral student in the Department of Marketing at the University of Utah Ingrid Martin is Assistant Professor of Marketing, Division of Economics and Business, Economics Institute, University of Colorado Robert N. Mayer is Professor of Family and Consumer Studies at the University of Utah George R. Milne is Associate Professor at the University of Massachusetts-Amherst Christine Moorman is Professor of Marketing in the Fuqua School of Business at Duke University Fred W. Morgan is Ashland Professor of Marketing at the University of Kentucky Patrick E. Murphy is Professor and Chair of the Department of Marketing, College of Business Administration, University of Notre Dame Robert W. Nason is Professor of Marketing and Chair of the Department of Marketing and Supply Chain Management in the Broad Graduate School of Business Administration at Michigan State University Alan G. Sawyer is J. C. Penney Professor of Marketing at the University of Florida Debra L. Scammon is Emma Eccles Jones Professor of Marketing, and Associate Dean for Academic Programs in the David Eccles School of Business at the University of Utah Mary Jane Sheffet received her Ph.D. and M.B.A. degrees from the University of California, Los Angeles Alex Simonson is Visiting Associate Professor of Marketing, Seton Hall University, Stillman School of Business (and a member of the full-time faculty of marketing at Georgetown University School of Business, on leave) N. Craig Smith is Associate Professor of Marketing at London Business School Richard Staelin is Edward and Rose Donnell Professor of Business Administration at Duke University David W. Stewart is Robert E. Brooker Professor of Marketing and Deputy Dean of Faculty in the Marshall School of Business at the University of Southern California William L. Wilkie is Aloysius and Eleanor Nathe Professor of Marketing at the University of Notre Dame