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SAGE Brief Guide to Marketing Ethics SAGE Publications

SAGE Brief Guide to Marketing Ethics par SAGE Publications

SAGE Brief Guide to Marketing Ethics SAGE Publications

€28.00
État - Très bon état
Disponible en seulement 1 exemplaire(s)
Très bon état

Résumé

The short, easy-to-use format makes this an essential companion for marketing courses or as a reference for students and practitioners who would like to learn more about the basics of ethical marketing.

SAGE Brief Guide to Marketing Ethics Résumé

SAGE Brief Guide to Marketing Ethics SAGE Publications

Marketing ethics is the systematic study of how moral standards are applied to marketing decisions, behaviors, and institutions. This guide to marketing ethics provides all the key terms and concepts in a short, easy-to-use format, with each entry written by a scholar from the field of business or marketing ethics. This essential companion can be used in a number of marketing courses and will be a valuable reference for practitioners.

SAGE Brief Guide to Marketing Ethics Avis

The proposed text has many different sections that can only enhance classroom discussions...I think the TOC is strong and will make for a thorough text. -- Michael J. Messina
A brief overview of marketing ethics could be incorporated into courses dealing primarily with another topic to add ethics into the curriculum or it could be used in a stand-alone marketing ethics class. -- Bruce A. Huhmann

Sommaire

Preface Part I: Business Ethics Business Ethics Theories of Ethics Stakeholder Theory Ethical Decision Making Competition Strategy and Ethics Corporate Social Responsibility and Corporate Social Performance Strategic Corporate Social Responsibility Part II: Ethics and the Marketing Mix Ethics of Marketing Consumer Rights Product Liability Ethical Issues in Pricing Price-Fixing Predatory Pricing and Trading Transfer Pricing Part III: Ethics and the Promotional Mix Advertising Ethics Deceptive Advertising Public Relations Public Relations Ethics Reputation Management Part IV: Special Topics in Marketing Ethics Intellectual Property Electronic Commerce Marketing to Children Minorities Cross-Cultural Consumer Marketing Multinational Marketing Green Marketing Greenwashing Cause-Related Marketing Appendix: AMA Code of Ethics

Informations supplémentaires

GOR007591115
9781412995146
1412995140
SAGE Brief Guide to Marketing Ethics SAGE Publications
SAGE Publications
Occasion - Très bon état
Broché
SAGE Publications Inc
2011-05-17
232
N/A
La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
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