{"product_id":"marketing-ethics-isbn-9780631214236","title":"Marketing Ethics","description":"\u003ci\u003eMarketing Ethics\u003c\/i\u003e addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity. \u003cbr\u003e \u003cul\u003e \u003cli\u003eA substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality\u003c\/li\u003e \u003cli\u003eIdentifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing\u003c\/li\u003e \u003cli\u003eConsiders broader meanings and background assumptions of marketing infrequently included in other marketing literature\u003c\/li\u003e \u003cli\u003eAdds 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\u003c\/li\u003e \u003c\/ul\u003e  Preface.  \u003cp\u003e\u003cb\u003e1. Marketing, Ethics, and Morality\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eThe Ethical Challenges Marketing Faces.\u003c\/p\u003e \u003cp\u003eThinking about Ethics and Morality.\u003c\/p\u003e \u003cp\u003eDefining Marketing.\u003c\/p\u003e \u003cp\u003eMarketing as a Practical Activity.\u003c\/p\u003e \u003cp\u003eTowards a Marketing Ethics Framework.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Marketers and their Markets\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eMarketing and the Marketing Concept.\u003c\/p\u003e \u003cp\u003eMarketing Research.\u003c\/p\u003e \u003cp\u003eCompetitive Intelligence.\u003c\/p\u003e \u003cp\u003eSegmentation and Target Marketing.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. From Product Development to Distribution\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eProduct Development.\u003c\/p\u003e \u003cp\u003ePackaging and Labeling.\u003c\/p\u003e \u003cp\u003ePricing.\u003c\/p\u003e \u003cp\u003eDistribution.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Promotion: Advertising, Retailing, and Customers\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eAdvertising.\u003c\/p\u003e \u003cp\u003eRetailing.\u003c\/p\u003e \u003cp\u003eCustomer Responsibilities.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Marketing in a Global Society\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eMarketing and Other Societies.\u003c\/p\u003e \u003cp\u003eThe Expansion of Marketing Within Society: Social and Political Marketing.\u003c\/p\u003e \u003cp\u003eFostering Ethical Marketing.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003eAppendices.\u003c\/p\u003e \u003cp\u003eI. AMA Statement of Ethics (adopted in 2004).\u003c\/p\u003e \u003cp\u003eII. The Hunt--Vitell General Theory of Marketing Ethics.\u003c\/p\u003e \u003cp\u003eIII. SCIP Code of Ethics for Competitive Intelligence Professionals.\u003c\/p\u003e \u003cp\u003eBibliography.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e “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.” (\u003ci\u003eChoice Reviews\u003c\/i\u003e, October 2008) \u003cb\u003eGeorge G. Brenkert\u003c\/b\u003e is Professor of Business Ethics at the McDonough School of Business, Georgetown University. Former Editor-in-Chief of \u003ci\u003eBusiness Ethics Quarterly\u003c\/i\u003e, he has published numerous articles on ethics, business ethics, and social and political philosophy. Among the books he has published are \u003ci\u003ePolitical Freedom \u003c\/i\u003e\u003ci\u003e(1991)\u003c\/i\u003e and \u003ci\u003eCorporate Integrity and Accountability (2004)\u003c\/i\u003e.  \u003ci\u003eMarketing is a moral activity embodying central ethical values and principles\u003c\/i\u003e. \u003cbr\u003e   \u003cp\u003eWith that as its foundation, \u003ci\u003eMarketing Ethics\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eWhat 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?\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e  \"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.\"\u003cbr\u003e \u003ci\u003e–Norman Bowie, University of Minnesota\u003cbr\u003e \u003c\/i\u003e\u003cbr\u003e   \u003cp\u003e“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.” \u003ci\u003e\u003cbr\u003e \u003c\/i\u003e\u003ci\u003e–Ronald Jeurissen, Nyenrode Business Universiteit, the Netherlands\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47989575090405,"sku":"NP9780631214236","price":35.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780631214236.jpg?v=1761784660","url":"https:\/\/k12savings.com\/products\/marketing-ethics-isbn-9780631214236","provider":"K12savings","version":"1.0","type":"link"}