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Marketing such controversial products as cigarettes, alcoholic beverages, gambling casinos, firearms, and pornography entails a host of issues not faced by marketers working in industries that do not stir political or social opposition. Davidson discusses the reasons for antagonism within each industry, suggests ways for marketers to counter such criticism or to work around it given the restraints imposed, and explains how specific marketing practices can actually lead to increased hostility in the marketplace. This second edition features a new chapter on specific problems that each industry faces in online marketing, which has exploded in certain cases, especially in gambling and pornography. In addition, the new edition updates the legal environment in which each industry operates.
List of contents
Preface to the Second Edition
Introduction
Tobacco: Past and Present
The Alcoholic Beverage Industries
Handguns, Rifles, and Shotguns: The Firearms Industry
Gambling in America
The Business of Pornography
Target Marketing: Challenges and Consequences
Product Line Management in Socially Unacceptable Industries
Promotion Strategies: Media and Messages
Promotion Strategies: Symbols and Other Promotional Tools
The Internet
Problems in Pricing and Distribution
Public Affairs Strategies
Summing Up
About the author
D. KIRK DAVIDSON is Associate Professor and Chair of the Department of Business, Accounting, and Economics at Mount Saint Mary's College in Emmitsburg, Maryland.
