Marketing ethics / George G. Brenkert.

Format:

Book

Author/Creator:

Brenkert, George G.

Series:

Foundations of business ethics

Language:

English

Subjects (All):

Marketing--Moral and ethical aspects.

Marketing.

Marketing--Social aspects.

Business intelligence--Moral and ethical aspects.

Business intelligence.

Business ethics.

Physical Description:

xii, 256 pages : illustrations ; 24 cm.

Place of Publication:

Malden, MA : Blackwell Pub., 2008.

Summary:

With this statement 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 marketplace? 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 the 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.

Contents:

1 Marketing, Ethics, and Morality 1

I The Ethical Challenges Marketing Faces 1

II Thinking about Ethics and Morality 5

III Defining Marketing 9

IV Marketing as a Practical Activity 13

V Towards a Marketing Ethics Framework 27

2 Marketers and their Markets 43

II Marketing and the Marketing Concept 45

III Marketing Research 60

IV Competitive Intelligence 73

V Segmentation and Target Marketing 81

3 From Product Development to Distribution 90

II Product Development 91

III Packaging and Labeling 101

IV Pricing 111

V Distribution 122

4 Promotion: Advertising, Retailing, and Customers 137

II Advertising 139

III Retailing 160

IV Customer Responsibilities 175

5 Marketing in a Global Society 184

II Marketing and Other Societies 185

III The Expansion of Marketing within Society: Social and Political Marketing 210

IV Fostering Ethical Marketing 220

I AMA Statement of Ethics (adopted in 2004) 233

II The Hunt-Vitell General Theory of Marketing Ethics 237

III SCIP Code of Ethics for Competitive Intelligence Professionals 240.

Notes:

Includes bibliographical references (pages [241]-249) and index.

ISBN:

9780631214229

0631214224

9780631214236

0631214232

OCLC:

149140094

Online:

Contributor biographical information

Publisher description