Marketing Ethics

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Marketing Ethics

Description:    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

                Authors bio:
                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).



Contents:       Preface

                1. 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
                Conclusion

                2. Marketers and their Markets
                Introduction
                Marketing and the Marketing Concept
                Marketing Research
                Competitive Intelligence
                Segmentation and Target Marketing
                Conclusion

                3. From Product Development to Distribution
                Introduction
                Product Development
                Packaging and Labeling
                Pricing
                Distribution
                Conclusion

                4. Promotion: Advertising, Retailing, and Customers
                Introduction
                Advertising
                Retailing
                Customer Responsibilities
                Conclusion
            5. Marketing in a Global Society
            Introduction
            Marketing and Other Societies
            The Expansion of Marketing Within Society: Social and Political Marketing
            Fostering Ethical Marketing
            Conclusion
            Appendices
            I. AMA Statement of Ethics (adopted in 2004)
            II. The Hunt--Vitell General Theory of Marketing Ethics
            III. SCIP Code of Ethics for Competitive Intelligence Professionals
            Bibliography
            Index



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