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.
|Series:||Foundations of Business Ethics Series , #8|
|Product dimensions:||6.30(w) x 9.32(h) x 1.02(d)|
Table of Contents
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
Marketers and their Markets 43
Marketing and the Marketing Concept 45
Marketing Research 60
Competitive Intelligence 73
Segmentation and Target Marketing 81
From Product Development to Distribution 90
Product Development 91
Packaging and Labeling 101
Promotion: Advertising, Retailing, and Customers 137
Customer Responsibilities 175
Marketing in a Global Society 184
Marketing and Other Societies 185
The Expansion of Marketing within Society: Social and Political Marketing 210
Fostering Ethical Marketing 220
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