Marketing ethics is the systematic study of how moral standards are applied to marketing decisions, behaviors, and institutions. This guide to marketing ethics provides all the key terms and concepts in a short, easy-to-use format, with each entry written by a scholar from the field of business or marketing ethics. This essential companion can be used in a number of marketing courses and will be a valuable reference for practitioners.
表中的内容
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
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