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Marketing ethics

Author: George G Brenkert
Publisher: Malden, MA : Blackwell Pub., 2008.
Series: Foundations of business ethics.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
This work addresses the ethical questions underlying major domains of marketing such as marketing research, distribution, advertising, and retailing.
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Additional Physical Format: Online version:
Brenkert, George G.
Marketing ethics.
Malden, MA : Blackwell Pub., 2008
(OCoLC)609210046
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: George G Brenkert
ISBN: 9780631214236 0631214232 9780631214229 0631214224
OCLC Number: 149140094
Description: xii, 256 pages : illustrations ; 24 cm.
Contents: Marketing, ethics, and morality --
The ethical challenges marketing faces --
Thinking about ethics and morality --
Defining marketing --
Marketing as a practical activity --
Towards a marketing ethics framework --
Marketers and their markets --
Marketing and the marketing concept --
Marketing research --
Competitive intelligence --
Segmentation and target marketing --
From product development to distribution --
Product development --
Packaging and labeling --
Pricing --
Distribution --
Promotion: advertising, retailing, and customers --
Advertising --
Retailing --
Customer responsibilities --
Marketing in a global society --
Marketing and other societies --
The expansion of marketing within society: social and political marketing --
Fostering ethical marketing --
Appendices: AMA statement of ethics (adopted in 2004) --
The Hunt-Vitell general theory of marketing ethics --
SCIP code of ethics for competitive intelligence professionals.
Series Title: Foundations of business ethics.
Responsibility: George G. Brenkert.
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Abstract:

Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.  Read more...

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"Brenkert's book offers a carefully reasoned and serious examination of marketing ethics. He provides useful insights into the several important topics he examines in the text." ( Notre Dame Read more...

 
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