Textbook
Marketing EthicsISBN: 978-0-631-21423-6
Paperback
269 pages
March 2008, ©2008, Wiley-Blackwell
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Other Available Formats: Hardcover
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Marketing Ethics addresses head-on the ethical questions,
misunderstandings and challenges that marketing raises while
defining marketing as a moral activity.
- A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality
- Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing
- Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature
- Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency
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