Description
Book SynopsisMarketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.
Trade Review“Even readers who may disagree with Brenkert's conclusions … will learn to apply worthwhile analytical methods for balancing ethical and other business considerations. Highly recommended.” (
Choice Reviews, October 2008)
Table of ContentsPreface.
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.
