Ethical Marketing (Basic Ethics in Action)

Edición de la obra 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.