Toward a Framework for Assessing Covert Marketing Practices

Andrew Rohm

Toward a Framework for Assessing Covert Marketing Practices

Loyola Marymount University

Research output: Other contribution

Abstract

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.

Original language	Undefined/Unknown
State	Published - Jan 1 2008

Publication series

Name	Marketing & Business Law Faculty Works

Access to Document

http://digitalcommons.lmu.edu/mbl_fac/35

Cite this

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AB - 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.

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