Forgotten classics: E.T. Grether’s (1966) Marketing and Public Policy

摘要: Purpose – The purpose of this article is to revisit a forgotten classic in the marketing literature provide historical review ET Grether’s 1966 book, Marketing and Public Policy. Design/methodology/approach approach combines with reflection by placing work context. Findings Policy offered framework for examining evaluating practices public policy responses based on mastery number disciplines his extensive research into issues. His ideas are relevant today’s world, especially light technological developments shifts our moral compass since 1960s. Originality/value Grether was two-time recipient American Association’s Paul D. Converse Award, Editor Journal Marketing, President Association author more than 100 articles books. This first attempt what argua...