Because marketing is move democratic than politics. In Greater Good, John A. Quelch and Katherine E. Jocz argue that democracy, like a marketplace, should be driven by a healthy dialogue that benefits all parties. When governments treat citizens more like consumers - studying their needs, encouraging their feedback, and developing long-term relationships - then democracy becomes more democratic. Managers and marketers, in turn, can learn from democracy's focus on fairness and concern for the greater good. In a sweeping portrait of business, government, and society, the authors challenge the belief that modern marketing somehow contaminates the political process. In fact, democracy and marketing share six fundamental characteristics: value is exchanged; goods and services are consumed; decisions involve free choice; information must flow freely; a majority of the population actively engages in the process; and they seek to involve as many people as possible. Isn't it dangerous to treat a politician or social program like a product or a service? In fact, the authors cite compelling examples to show how marketers from Coca-Cola to eBay succeed by supplying not products, but solutions - not functions, but benefits.