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Marketing Ethics George G. Brenkert (Georgetown University, USA)

Marketing Ethics von George G. Brenkert (Georgetown University, USA)

Marketing Ethics George G. Brenkert (Georgetown University, USA)

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Zusammenfassung

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

Marketing Ethics Zusammenfassung

Marketing Ethics George G. Brenkert (Georgetown University, USA)

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

Marketing Ethics Bewertungen

Even readers who may disagree with Brenkert's conclusions ... will learn to apply worthwhile analytical methods for balancing ethical and other business considerations. Highly recommended. (Choice Reviews, October 2008)

Über George G. Brenkert (Georgetown University, USA)

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).

Inhaltsverzeichnis

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.

Zusätzliche Informationen

GOR005190157
9780631214236
0631214232
Marketing Ethics George G. Brenkert (Georgetown University, USA)
George G. Brenkert (Georgetown University, USA)
Foundations of Business Ethics
Gebraucht - Sehr Gut
Broschiert
John Wiley and Sons Ltd
20080201
269
N/A
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