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Marketing is 'a force for social good'

13 Nov 2008

Marketing is 'a force for social good' University leavers looking for graduate jobs in London may be interested to hear that marketing has been dubbed a force for social good, it has been reported.

According to Business Review, the rise to prominence of fair trade produce and the plethora of companies sounding-off about their commitment to the environment makes consumers better citizens.

The news provider claims that brands also help to promote the welfare of citizens, resulting in improved prosperity.

Marketing is quicker to adopt new trends than democracy and does not have to adopt a mass appeal policy.

According to new research by PricewaterhouseCoopers (PwC), companies that reduce their marketing spend – even during an economic downturn – are likely to shrink their brand value.

The financial services firm found that in 66 per cent of cases, increasing advertising spend boosted consumers' willingness to part with their cash.

However, according to Billetts, television advertising spend is set to decline by between nine and ten per cent in the first two quarters of 2009.

The marketing services firm believes marketing will pick up during the second half.

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