| Description |
xxi, 266 pages ; 23 cm. |
| Series |
Basic ethics in action
|
|
Basic ethics in action.
|
| Bibliography |
Includes bibliographical references (pages 248-257) and index. |
| Contents |
Ethical reasoning and marketing decisions -- Ethics in researching and segmenting markets -- Product management ethics -- Ethical issues in distribution channels and pricing -- Ethics in advertising and on the Internet -- Personal selling ethics -- Implementing and auditing ethical marketing. |
| Summary |
Publisher description: Ethical Marketing examines a range of issues that marketing managers face. The book begins with a discussion of relevant ethical concepts and theories. Chapters are devoted to ethics in marketing research and target marketing, product issues, channels and pricing questions, advertising and marketing on the Internet, and selling. The volume concludes with a chapter on implementing ethical marketing through corporate policies and culture. The authors support the text with exhibits that add clarity to concepts discussed in each chapter. Questions for readers to ponder are incorporated into the text. Each chapter concludes with "Ideas for Ethical Marketing" that presents action steps for marketing executives. |
| Subject |
Marketing -- Moral and ethical aspects.
|
|
Marketing -- Moral and ethical aspects. |
| Added Author |
Murphy, Patrick E., 1948-
|
| ISBN |
0131848143 |
|
