Marketing Ethics

von Brenkert

272 Seiten, Hardcover

Kurzbeschreibung des Verlags

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

• Reihe: John Wiley & Sons
• ISBN: 9780631214229
• Sprache: Englisch
• Erscheinungsdatum: 20.02.2008
• Größe: 240 x 161 mm
• Verlag: John Wiley & Sons