Marketing Ethics
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品牌: George G. Brenkert
基本信息出版社:Wiley-Blackwell; 1 (2008年3月11日)丛书名:Foundations of Business Ethics精装:272页正文语种:英语ISBN:0631214224条形码:9780631214229商品尺寸:23 x 16.2 x 2.7 cm商品重量:553 gASIN:0631214224商品描述内容简介Marketing Ethicsaddresses 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 moralityIdentifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketingConsiders broader meanings and background assumptions of marketing infrequently included in other marketing literatureAdds 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专业书评"In his Marketing Ethics, George Brenkert addresses significant moral issues and dilemmas in marketing using the moral concepts of freedom, integrity, justice, privacy, and welfare. It is carefully argued and comprehensive in scope. This is a genuine contribution."
–Norman Bowie, University of Minnesota
“This book is the new one-stop shop for those interested in any aspect of marketing ethics. It is written in the best tradition of applied ethics: practically written and theoretically well-founded.”
–Ronald Jeurissen, Nyenrode Business Universiteit, the Netherlands
