Marketing Ethics / Edition 1

Marketing Ethics / Edition 1

by George G. Brenkert
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Marketing Ethics / Edition 1

Marketing is a moral activity embodying central ethical values and principles.

With that as its foundation, Marketing Ethics addresses in a clear and pragmatic manner the ethical questions, misunderstandings, and challenges that marketing raises. It confronts standard marketing views and offers in their place an integrated marketing concept that provides a basis for viewing the moral dimensions of marketing activities.

What ethical complexities do marketers encounter in developing products, segmenting markets, advertising, and retailing? How can they translate practical and moral reflection in marketing into moral action? What must marketers do when they seek to act morally in a global market place? And since marketing involves a relationship with customers, what are the moral responsibilities of customers in their transactions with marketers?

The 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. Typically overlooked in other literature on the topic these basic norms are essential to marketing. Punctuated with several in-depth discussions of specific ethical issues marketers face, the book introduces essential concepts, principles, and theories to promote a greater overall understanding of the fundamental ways in which marketing and morality are intertwined.

Product Details

ISBN-13: 9780631214229
Publisher: Wiley
Publication date: 03/11/2008
Series: Foundations of Business Ethics Series , #8
Pages: 272
Product dimensions: 6.30(w) x 9.32(h) x 1.02(d)

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

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