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Marketing Ethics / Edition 1

Marketing Ethics / Edition 1

by George G. Brenkert


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Product Details

ISBN-13: 2900631214235
Publisher: Wiley
Publication date: 03/28/2008
Series: Foundations of Business Ethics Series
Edition description: New Edition
Pages: 268
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

About the Author

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).

Table of Contents

Preface     vii
Marketing, Ethics, and Morality     1
The Ethical Challenges Marketing Faces     1
Thinking about Ethics and Morality     5
Defining Marketing     9
Marketing as a Practical Activity     13
Towards a Marketing Ethics Framework     27
Conclusion     39
Marketers and their Markets     43
Introduction     43
Marketing and the Marketing Concept     45
Marketing Research     60
Competitive Intelligence     73
Segmentation and Target Marketing     81
Conclusion     87
From Product Development to Distribution     90
Introduction     90
Product Development     91
Packaging and Labeling     101
Pricing     111
Distribution     122
Conclusion     135
Promotion: Advertising, Retailing, and Customers     137
Introduction     137
Advertising     139
Retailing     160
Customer Responsibilities     175
Conclusion     182
Marketing in a Global Society     184
Introduction     184
Marketing and Other Societies     185
The Expansion of Marketing within Society: Social and Political Marketing     210
Fostering Ethical Marketing     220
Conclusion     229
Appendices     233
AMA Statement of Ethics (adopted in 2004)     233
The Hunt-Vitell General Theory of Marketing Ethics     237
SCIP Code of Ethics for Competitive Intelligence Professionals     240
Bibliography     241
Index     250

What People are Saying About This

From the Publisher

"In his Marketing Ethics, George Brenkert addresses significantmoral issues and dilemmas in marketing using the moral concepts offreedom, integrity, justice, privacy, and welfare. It is carefullyargued and comprehensive in scope. This is a genuinecontribution."
–Norman Bowie, University of Minnesota

“This book is the new one-stop shop for those interestedin any aspect of marketing ethics. It is written in the besttradition of applied ethics: practically written and theoreticallywell-founded.”
–Ronald Jeurissen, Nyenrode Business Universiteit, theNetherlands

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