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Adhesives.org BLOG: Marketing with NGOs: Polishing Your Reputation or Guilt by Association?

Posted By ASC, Friday, June 7, 2019
Updated: Thursday, June 6, 2019

Adhesives.org Blog Highlight

 

Marketing with NGOs: Polishing Your Reputation or Guilt by Association?
by Ujjval Vyas

 

In my most last blog post, I encouraged product manufacturers in the adhesives and sealants sector (and product manufacturers in general) to make ethical choices when selling to customers who may be incapable of distinguishing helpful product information from misleading claims. In this post, I suggest that there is another important piece of the ethical puzzle:seeking to associate positive attributes to a product set or brand by involving or coming into a relationship with an NGO. While such attempts to create an aura of cultural prestige, social involvement, or environmental engagement can answer the call of a fad or fulfill the desires of a target audience, they can also put a company at odds with its own best interests or damage its reputation.

It is useful to review the primary reasons that marketing exists at all. Though marketing is often seen as a way to influence customers to purchase products, this is not very precise and gives no sense of its vital role in market economies. The core ideas were set out in 1961 by future Nobel-winning economist George Stigler in his famous article “The Economics of Information.” In the article Stigler set out the key idea that information is the basis of all activity in an open market. Markets are created by basic desires and needs of individuals, but the range of desires and needs varies greatly for all kinds of reasons, from arbitrary preferences to endogenous and exogenous constrain... READ MORE

 

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