Toward a Framework for Assessing Covert Marketing Practices

Toward a Framework for Assessing Covert Marketing Practices

In an effort to make the marketing process seamless and more efficient, marketers are surreptitiously and inextricably coupling information gathering and marketing. To understand the welfare implications of these practices better, this essay extends the conceptualization of covert marketing to inclu...

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Bibliographic Details
Published in:Journal of public policy & marketing Vol. 27; no. 1; pp. 57 - 62
Main Authors: Milne, George R., Bahl, Shalini, Rohm, Andrew
Format: Journal Article
Language:English
Published: Chicago American Marketing Association 01-04-2008
SAGE PUBLICATIONS, INC
Subjects:
Conceptualization
Consumer advertising
Consumer behavior
Consumer goods industries
Cookies
Essays and Commentaries
Industrial regulation
Information
Marketing
News content
Online communities
Public policy
Studies
Sumer
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Description
Summary:In an effort to make the marketing process seamless and more efficient, marketers are surreptitiously and inextricably coupling information gathering and marketing. To understand the welfare implications of these practices better, this essay extends the conceptualization of covert marketing to include both information gathering and marketing communications. The authors present a multistage exchange framework that helps identify factors affecting marketer and consumer welfare when covert practices are used. They use the framework to discuss the benefits and harms related to these types of covert marketing practices as well as consumer reactions to such practices.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.27.1.57