Marketing ethics

Marketing ethics

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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 efficiencyThe book investigates the basic ethical values and principles central to marketing -- freedom, integrity, justice, privacy, and welfare -- while examining their background assumptions and broader implications for marketing.

Title:Marketing ethics
Author:George G. Brenkert
Publisher:Wiley-Blackwell - 2008


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