Marketing Ethics and Society

ISBN13：9781446296615
出版社：SAGE Publications UK
作者：Lynne Eagle (EDT); Stephan Dahl (EDT)
出版日：2015/09/24
裝訂／頁數：精裝／320頁
關鍵字： Marketing Ethics and Society、 Marketing、 Ethics、 and、 Society、 SAGE Publications UK、 Lynne Eagle (EDT)、 Stephan Dahl (EDT)、外文書、商業財經、 Commerce, communications, transport、

杜威圖書分類

：

Commerce, communications, transport

定價

：NT$ 8640 元

優惠價

：90 折 7776 元

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商品簡介

Marketing, while essential to organisational success, is arguably one of the most controversial aspects of business management. Criticisms of marketing’s impact range from fostering materialism and unsustainable consumption patterns through to the use of deception, stifling of innovation and lowering of quality, to name but a few. Taking aholistic and international perspective, this book critically examines the ethical challenges marketing faces and explores strategies marketers can use to respond to those challenges.

The book examines specific aspects of marketing activities, such as ethical considerations in relation toyoung consumers, potentially harmful products and criticism of thesocietal impact of medical, arts and tourism marketing activities. It then combines these with wider discussions of frameworks that enable marketers to respond to ethical challenges, supplemented by discussions ofcross-cultural and international perspectives, consumer responses andethical consumption movements as well as shifting historical perceptions of marketing ethics.

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