Marketing Ethics
Book Details
Author(s)George G. Brenkert
PublisherWiley-Blackwell
ISBN / ASIN0631214232
ISBN-139780631214236
AvailabilityUsually ships in 24 hours
Sales Rank707,420
MarketplaceUnited 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
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