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Marketing Ethics

"In his Marketing Ethics, George Brenkert addresses significant moral issues and dilemmas in marketing using the moral concepts of freedom, integrity, justice, privacy, and welfare. It is carefully argued and comprehensive in scope. This is a genuine contribution."
–Norman Bowie, University of Minnesota

“This book is the new one-stop shop for those interested in any aspect of marketing ethics. It is written in the best tradition of applied ethics: practically written and theoretically well-founded.”
–Ronald Jeurissen, Nyenrode Business Universiteit, the Netherlands

George G. Brenkert (Author)

9780631214236, Wiley

Paperback / softback, published 1 February 2008

269 pages
22.9 x 15.2 x 1.9 cm, 0.907 kg

“Even readers who may disagree with Brenkert's conclusions … will learn to apply worthwhile analytical methods for balancing ethical and other business considerations. Highly recommended.” (Choice Reviews, October 2008)

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

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.

Subject Areas: Society & culture: general [JF]
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