Marketing Ethics - Hardcover

Brenkert, George G.

Hardcover

ISBN 10: 0631214224 ISBN 13: 9780631214229

Publisher: Wiley-Blackwell, 2006

Synopsis

Marketing Ethics addresses 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 morality
• Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing
• Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature
• Adds 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

About this title

From the Back Cover:

Marketing is a moral activity embodying central ethical values and principles.

With that as its foundation, Marketing Ethics addresses in a clear and pragmatic manner the ethical questions, misunderstandings, and challenges that marketing raises. It confronts standard marketing views and offers in their place an integrated marketing concept that provides a basis for viewing the moral dimensions of marketing activities.

What ethical complexities do marketers encounter in developing products, segmenting markets, advertising, and retailing? How can they translate practical and moral reflection in marketing into moral action? What must marketers do when they seek to act morally in a global market place? And since marketing involves a relationship with customers, what are the moral responsibilities of customers in their transactions with marketers?

The book investigates the basic ethical values and principles central to marketing -- freedom, integrity, justice, privacy, and welfare -- while examining their background assumptions and broader implications for marketing. Typically overlooked in other literature on the topic these basic norms are essential to marketing. Punctuated with several in-depth discussions of specific ethical issues marketers face, the book introduces essential concepts, principles, and theories to promote a greater overall understanding of the fundamental ways in which marketing and morality are intertwined.

About the Author:

George G. Brenkert is Professor of Business Ethics at the McDonough School of Business, Georgetown University. Former Editor-in-Chief of Business Ethics Quarterly, he has published numerous articles on ethics, business ethics, and social and political philosophy. Among the books he has published are Political Freedom (1991) and Corporate Integrity and Accountability (2004).

About this edition

• Publisher: Wiley-Blackwell
• Publication date: 2006
• ISBN 10: 0631214224
• ISBN 13: 9780631214229
• Binding: Hardcover
• Edition number: 1
• Number of pages: 272