Marketing Ethics
Book Details
Author(s)
George G. Brenkert
Publisher
Wiley-Blackwell
ISBN / ASIN
0631214232
ISBN-13
9780631214236
Availability
Usually ships in 24 hours
Sales Rank
#707,420
Marketplace
United States 🇺🇸
Description
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
