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Marketing Ethics de Brenkert

Marketing Ethics

Autor Brenkert
en Limba Engleză Hardback – 20 feb 2008
Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.
  • A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality
  • Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing
  • Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature
  • Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency
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Specificații

ISBN-13: 9780631214229
ISBN-10: 0631214224
Pagini: 272
Dimensiuni: 161 x 240 x 19 mm
Greutate: 0.58 kg
Editura: Wiley
Locul publicării:Chichester, United Kingdom

Public țintă

students and teachers interested in a substantial introduction to the ethics of marketing

Notă biografică

George G. Brenkert is Professor of Business Ethics at the McDonough School of Business, Georgetown University. Former Editor-in-Chief of Business Ethics Quarterly, he has published numerous articles on ethics, business ethics, and social and political philosophy. Among the books he has published are Political Freedom (1991) and Corporate Integrity and Accountability (2004).

Cuprins

Preface.

1. Marketing, Ethics, and Morality.

The Ethical Challenges Marketing Faces.

Thinking about Ethics and Morality.

Defining Marketing.

Marketing as a Practical Activity.

Towards a Marketing Ethics Framework.

Conclusion.

2. Marketers and their Markets.

Introduction.

Marketing and the Marketing Concept.

Marketing Research.

Competitive Intelligence.

Segmentation and Target Marketing.

Conclusion.

3. From Product Development to Distribution.

Introduction.

Product Development.

Packaging and Labeling.

Pricing.

Distribution.

Conclusion.

4. Promotion: Advertising, Retailing, and Customers.

Introduction.

Advertising.

Retailing.

Customer Responsibilities.

Conclusion.

5. Marketing in a Global Society.

Introduction.

Marketing and Other Societies.

The Expansion of Marketing Within Society: Social and Political Marketing.

Fostering Ethical Marketing.

Conclusion.

Appendices.

I. AMA Statement of Ethics (adopted in 2004).

II. The Hunt--Vitell General Theory of Marketing Ethics.

III. SCIP Code of Ethics for Competitive Intelligence Professionals.

Bibliography.

Index.

Descriere

Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.