Marketing ethics

Author: Wang Fanghua
Publisher:
Publish Date: 2005-01-01
Features: Marketing is indeed a magical force. Everything remains the same, but once marketing concepts and techniques are added, a series of astonishing changes occur. This book first elaborates on the meaning of marketing ethics, the root causes of marketing ethical issues, and the connections and differences between ethical marketing, customer satisfaction, green marketing, corporate marketing, and social marketing. It then discusses corporate responsibilities to consumers, ethical evaluation methods for marketing decisions, factors influencing ethical marketing decisions, and ways to promote ethical marketing decisions. Finally, it delves into ethical issues from seven aspects: market research, product, pricing, sales channels, promotion, international marketing, and online marketing. This book is suitable for undergraduate business management students, master's students in enterprise management, MBA students, as well as marketing educators, researchers, and practitioners.