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Marketing Ethics
George G. Brenkert
出版
Wiley
, 2008-03-03
主題
Business & Economics / Business Ethics
Business & Economics / Marketing / General
Philosophy / General
Philosophy / Ethics & Moral Philosophy
Social Science / Sociology / General
ISBN
0631214232
9780631214236
URL
http://books.google.com.hk/books?id=huPtAAAAMAAJ&hl=&source=gbs_api
註釋
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
