Ethical marketing /
Ethical marketing /
Patrick E. Murphy ... [et al.].
- xxi, 266 páginas
- Basic ethics in action .
Incluye bibliografía.
Ethical reasoning and marketing decisions -- Ethics in researching and segmenting markets -- Product management ethics -- Ethical issues in distribution channels and pricing -- Ethics in advertising and on the Internet -- Personal selling ethics -- Implementing and auditing ethical marketing.
Publisher description: Ethical Marketing examines a range of issues that marketing managers face. The book begins with a discussion of relevant ethical concepts and theories. Chapters are devoted to ethics in marketing research and target marketing, product issues, channels and pricing questions, advertising and marketing on the Internet, and selling. The volume concludes with a chapter on implementing ethical marketing through corporate policies and culture. The authors support the text with exhibits that add clarity to concepts discussed in each chapter. Questions for readers to ponder are incorporated into the text. Each chapter concludes with ´Ideas for Ethical Marketing´ that presents action steps for marketing executives.
0131848143 9780131848146
Mercadeo.--Aspectos morales y éticos.
174.96588 / E84 2006
Incluye bibliografía.
Ethical reasoning and marketing decisions -- Ethics in researching and segmenting markets -- Product management ethics -- Ethical issues in distribution channels and pricing -- Ethics in advertising and on the Internet -- Personal selling ethics -- Implementing and auditing ethical marketing.
Publisher description: Ethical Marketing examines a range of issues that marketing managers face. The book begins with a discussion of relevant ethical concepts and theories. Chapters are devoted to ethics in marketing research and target marketing, product issues, channels and pricing questions, advertising and marketing on the Internet, and selling. The volume concludes with a chapter on implementing ethical marketing through corporate policies and culture. The authors support the text with exhibits that add clarity to concepts discussed in each chapter. Questions for readers to ponder are incorporated into the text. Each chapter concludes with ´Ideas for Ethical Marketing´ that presents action steps for marketing executives.
0131848143 9780131848146
Mercadeo.--Aspectos morales y éticos.
174.96588 / E84 2006