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.
In Ethical Marketing, Murphy, Laczniak, Bowie, and Klein 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.
- Häftad (paperback)
- Språk: Engelska
- Antal sidor: 288
- Utg.datum: 2004-08-01
- Upplaga: 1
- Förlag: Pearson
- Medarbetare: Laczniak, Gene R. / Bowie, Norman E. / Klein, Thomas A.
- Dimensioner: 230 x 152 x 15 mm
- Vikt: 400 g
- Antal komponenter: 1
- ISBN: 9780131848146
Fler böcker av Patrick E Murphy
Bloggat om Ethical Marketing
Views of Marketing Ethics. Principles for Ethical Decision Making. The Importance of Ethical Theory. Two Pseudo Ethical Approaches. Comprehensive Ethical Theories. Religious Models of Marketing Ethics. Other Theoretical Developments in Marketing Ethics. Ideas for Ethical Marketing.
1. Ethical Reasoning and Marketing Decisions.
2. Ethics in Researching and Segmenting Markets.
Professionalism and Ethics. Duties and Obligations of Researchers. What Researchers and Clients Owe One Another. What Researchers Owe the Public. Competitive Intelligence Gathering. Target Markets: Some Special Ethical Concerns. Ideas For Ethical Marketing. Concluding Comment.
3. Product Management Ethics.
Product Safety. Product Counterfeiting. Socially Controversial Products. Ethical Branding Concerns. Ethical Branding Practices. Ethical Product Management. How to Evaluate Ethics in Product Management. Ideas for Ethical Marketing. Concluding Comment.
4. Ethical Issues in Distribution Channels and Pricing.
Channel of Distribution Issues. Pricing Issues. Ideas for Ethical Marketing. Concluding Comment.
5. Ethics in Advertising and on the Internet.
The Power and Complexity of Advertising. Advertising and Society. Regulating Advertising Practices. Ethics and the Advertising Industry. Ethical Issues Facing Advertising. Ethics in Internet Advertising and Marketing. Positive Developments and Future Challenges for Ethics in Advertising. Advertisers and Ethical Principles in Action. Ideas for Ethical Marketing. Concluding Comment.
6. Personal Selling Ethics.
Why Personal Selling Presents Particularly Difficult Ethical Questions. Selling and the Law. The Gray Areas of Selling. Sales Management Ethics. Direct Marketing and Selling. Ideas for Ethical Marketing. A Framework to Evaluate Sales Ethics. Concluding Comment.
7. Implementing and Auditing Ethical Marketing.
Organizing for Marketing Ethics Implementation. Corporate Culture: The Informal Organization. Enacting Ethical Marketing Policies. The Concept of an Ethical Audit. Ideas for Ethical Marketing. Concluding Comments.
Appendix 7A. Ethical Compliance Audit.
Appendix 7B. Ethical Climate Audit.