Marketing ethics / George G. Brenkert.
Material type:
TextPublication details: Malden, MA : Blackwell Pub., 2008.Description: xii, 256 p. : ill. ; 24 cmISBN: - 9780631214229 (hardcover : alk. paper)
- 9780631214236 (pbk. : alk. paper)
- HF5415 .B637
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| HF5415 .B53 Contemporary marketing : | HF5415 .B53 Contemporary marketing 1999 / | HF5415 .B53 Contemporary marketing | HF5415 .B637 Marketing ethics / | HF5415 .C47 Strategy analysis with ValueWar | HF5415 .C5275 Marketing : | HF5415 .C5275 Marketing : |
Includes bibliographical references and index
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 --
Marketers and their markets --
Marketing and the marketing concept --
Marketing research --
Competitive intelligence --
Segmentation and target marketing --
From product development to distribution --
Product development --
Packaging and labeling --
Pricing --
Distribution --
Promotion: advertising, retailing, and customers --
Advertising --
Retailing --
Customer responsibilities --
Marketing in a global society --
Marketing and other societies --
The expansion of marketing within society: social and political marketing --
Fostering ethical marketing --
Appendices: AMA statement of ethics (adopted in 2004) --
The Hunt-Vitell general theory of marketing ethics --
SCIP code of ethics for competitive intelligence professionals.
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