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
Preface.
1. 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.
Conclusion.
2. Marketers and their Markets.
Introduction.
Marketing and the Marketing Concept.
Marketing Research.
Competitive Intelligence.
Segmentation and Target Marketing.
Conclusion.
3. From Product Development to Distribution.
Introduction.
Product Development.
Packaging and Labeling.
Pricing.
Distribution.
Conclusion.
4. Promotion: Advertising, Retailing, and Customers.
Introduction.
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