BRIEF GUIDE TO MARKETING ETHICS SAGE PUBLICATIONS Księgarnia

This essential companion for marketing courses provides all the key terms and concepts in marketing ethics in a short, easy-to-use format.

The text is divided into five sections: Business Ethics, Ethics and the Marketing Mix, Ethics and the Promotional Mix, and Special Topics in Marketing Ethics.

Each keyword entry is written by a scholar drawn from the fields of business and marketing ethics, and is a comprehensive essay on such crucial topics as ethical issues in pricing, green marketing, and deceptive advertising. Each essay includes a list of references and suggested readings for each article so that readers can find more information on those issues they are most interested in.

The AMA Code of Ethics is included as an Appendix to the book as a reference for current and future practitioners.

Table of Contents

Preface

Part I: Business Ethics Business Ethics Theories of Ethics Stakeholder Theory Ethical Decision Making Competition Strategy and Ethics Corporate Social Responsibility and Corporate Social Performance Strategic Corporate Social Responsibility

Part II: Ethics and the Marketing Mix Ethics of Marketing Consumer Rights Product Liability Ethical Issues in Pricing Price-Fixing Predatory Pricing and Trading Transfer Pricing

Part III: Ethics and the Promotional Mix Advertising Ethics Deceptive Advertising Public Relations Public Relations Ethics Reputation Management

Part IV: Special Topics in Marketing Ethics Intellectual Property Electronic Commerce Marketing to Children Minorities Cross-Cultural Consumer Marketing Multinational Marketing Green Marketing Greenwashing Cause-Related Marketing

Appendix: AMA Code of Ethics

232 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.