Marketing Activities- A Critical Analysis from an Ethical Point of View A Critical Analysis from an Ethical Point of View

Marketing Activities- A Critical Analysis from an Ethical Point of View
  • Engels
  • Paperback
  • 9783836406277
  • februari 2007
  • 116 pagina's
Alle productspecificaties

Samenvatting

Recently, it seems as if the general opinion about marketing has deteriorated, in particular due to broadly discussed scandals. At the same time, there has been increased interest in corporate social responsibility and ethical conduct. Hence, this paper evaluates marketing activities with the help of an ethical theory as a normative basis, namely the Theory of Justice by John Rawls. The author, Julia Naskrent, first gives an introduction to the basic concepts of ethics and marketing. After justifying its use for the purpose of this paper, the Theory of Justice is operationalized in order to make it applicable for the actual analysis of marketing activities which is made in accordance with the marketing mix. At the end of the first part of the paper, a model of the most important findings is presented and forms the basis for the second part. Here, ways to legitimize marketing activities are presented by demonstrating several instruments and initiatives companies can establish. Due to combining ethical theory and philosophy with practical marketing activities, this paper is interesting for practitioners such as marketers, as well as philosophers, scholars and economists.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Paperback
Verschijningsdatum
2007-02-01
Aantal pagina's
116 pagina's
Illustraties
Met illustraties

Betrokkenen

Auteur
Julia Naskrent
Uitgever
Vdm Verlag Dr. Mueller E.K.

EAN

EAN
9783836406277

Overige kenmerken

Extra groot lettertype
Nee
Oorspronkelijke releasedatum
2007-02-01
Subtitel
A Critical Analysis from an Ethical Point of View
Thema Subject Code
KJSM

Je vindt dit artikel in

Categorieën
Onderwerp
Sales & Marketing, Management
Taal
Engels
Studieboek of algemeen
Algemene boeken
Boek, ebook of luisterboek?
Boek
Nog geen reviews
Bindwijze: Paperback
44 50
2 - 4 weken Tooltip
Verkoop door bol.com
  • Gratis verzending
  • 30 dagen bedenktijd en gratis retourneren
  • Ophalen bij een bol.com afhaalpunt mogelijk
  • Dag en nacht klantenservice