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Marketing Ethics

by Brenkert

  • ISBN: 9780631214229
  • ISBN10: 0631214224

Marketing Ethics

by Brenkert

  • Binding: Hardcover
  • Publisher: Wiley
  • Publish date: 03/01/2005
  • ISBN: 9780631214229
  • ISBN10: 0631214224
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Description: Preface. 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.
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