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 a
holistic 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 to young consumers, potentially harmful products and criticism of the societal 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 of cross-cultural and international perspectives, consumer responses and ethical consumption movements as well as shifting historical perceptions of marketing ethics.
The book is accompanied by a companion website including: Power Point slides and teaching notes per chapter, links to free SAGE journal articles and online videos selected per chapter by the authors, quizzes per chapter and links to further reading online.
Cuprins
Chapter 1: Introduction to Marketing Ethics and Society – Lynne Eagle
Chapter 2: Criticisms of Marketing – Lynne Eagle, Stephan Dahl and David R. Low
Chapter 3: Contrasting Perspectives on Marketing Ethics – Stephan Dahl and Fannie Yeung
Chapter 4: Ethical Issues in Marketing Relationships – Lynne Eagle and Stephan Dahl
Chapter 5: Ethics in New Media – Stephan Dahl
Chapter 6: Ethical Consumption – Stephan Dahl and Nadine Wähning-Orga
Chapter 7: Marketing to Young and Vulnerable Consumer Groups – Stephan Dahl and Lynne Eagle
Chapter 8: Promotion of Harmful Products – Lynne Eagle, Debra M. Desrochers, Stephan Dahl, Tracey Mahony and David Low
Chapter 9: Lifestyle, Health and Pharmaceutical Marketing – Mustafa Ebrahimjee, Stephan Dahl and Lynne Eagle
Chapter 10: Tourism, Heritage, Cultural, Arts and Cause-Related Marketing – Lynne Eagle, Tracey Mahony and Stephan
Chapter 11: Ethics in Social Marketing – Lynne Eagle, Stephan Dahl and David Low
Chapter 12: Legislation, Regulation and Ethics – Stephan Dahl and Kathleen Mortimer
Despre autor
Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia. His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4’s Dispatches programme, and BBC’s Newsnight and Look East. He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).
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