Marketing Ethics: Foundations of Business Ethics
Autor Brenkerten Limba Engleză Paperback – 20 feb 2008
- 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: 9780631214236
ISBN-10: 0631214232
Pagini: 270
Dimensiuni: 152 x 229 x 15 mm
Greutate: 0.4 kg
Editura: Wiley
Seria Foundations of Business Ethics
Locul publicării:Chichester, United Kingdom
ISBN-10: 0631214232
Pagini: 270
Dimensiuni: 152 x 229 x 15 mm
Greutate: 0.4 kg
Editura: Wiley
Seria Foundations of Business Ethics
Locul publicării:Chichester, United Kingdom
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Public țintă
students and teachers interested in a substantial introduction to the ethics of marketingNotă 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.
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.