Summary
Contents
Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Marketing Ethics
Marketing Ethics
Some textbooks have separate chapters on ethics (notably American texts, where it is a requirement), whereas others deal with ethical issues as they arise within the separate topics.
Ethical behaviour is about doing the right thing for the benefit of other people, rather than the thing which is of benefit to yourself. The problem lies in defining what is acceptable and what is not: for example, people expect a certain amount of exaggeration in advertising, but do not expect outright lies, but defining the line at which one becomes the other is not at all simple. Two basic ethical theories apply: teleology, which implies that behaviour should be judged by its outcomes (the ends justify the means), and deontology, which states that actions ...
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