The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing
Open Access
- 1 April 1987
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 51 (2) , 46-57
- https://doi.org/10.1177/002224298705100204
Abstract
Marketing strategists assert that environmental management is a critical marketing task. However, little attention has been given to environmental forces that actively oppose an organization's marketing policies. Protest groups often use boycotts in an attempt to coerce an organization to modify allegedly harmful marketing policies. The author proposes and tests a theory of the effectiveness of such boycotts.Keywords
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