Dewey Edition22
Reviews"Brenkert's book offers a carefully reasoned and serious examination of marketing ethics. He provides useful insights into the several important topics he examines in the text." ( Notre Dame Philosophical Reviews , May 2009), "In his Marketing Ethics, George Brenkert addresses significant moral issues and dilemmas in marketing using the moral concepts of freedom, integrity, justice, privacy, and welfare. It is carefully argued and comprehensive in scope. This is a genuine contribution." - Norman Bowie, University of Minnesota"This book is the new one-stop shop for those interested in any aspect of marketing ethics. It is written in the best tradition of applied ethics: practically written and theoretically well-founded." - Ronald Jeurissen, Nyenrode Business Universiteit, the Netherlands
Dewey Decimal174.96588
Table Of ContentPreface. 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. Advertising. Retailing. Customer Responsibilities. Conclusion. 5. Marketing in a Global Society . Introduction. Marketing and Other Societies. The Expansion of Marketing Within Society: Social and Political Marketing. Fostering Ethical Marketing. Conclusion. Appendices. I. AMA Statement of Ethics (adopted in 2004). II. The Hunt--Vitell General Theory of Marketing Ethics. III. SCIP Code of Ethics for Competitive Intelligence Professionals. Bibliography. Index.
Synopsis"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, Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity., 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, Marketing is a moral activity embodying central ethical values and principles . With that 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 market place? 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 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.
LC Classification NumberHF5415