Marketing Ethics: Some Dimensions of the Challenge  

Oleh:

Camenisch, Paul F.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 10 no. 4 (Apr. 1991), page 245-248.
Topik: Marketing Ethics; Challenge

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

We should seek an ethic internal to marketing arising from marketing's societal function, rather than imposing some "add-on" ethics. This suggests that marketing should enhance the information and the freedom the potential customer brings to the market transaction. Defining and achieving this information and freedom is difficult, but marketers suggest that the market itself drives out major violators, a suggestion less persuasive concerning increasingly complex goods and services. Marketing also is tempted to appeal to our baser, darker side. These problems are better addressed through self-regulation guided by a vision of advertising and business in the service of society, and by the marketer's own sense of integrity than through external regulation.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali