Does Marketing Ethics Really Have Anything to Say? - A Critical Inventory of the Literature  

Oleh:

Gaski, John F.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 18 no. 3 (Feb. 1999), page 315-334.
Topik: Marketing Ethics; Literature

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.36 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The material to follow challenges the conceptual uniqueness and contribution of the content of the field of marketing ethics. Based on a comprehensive inspection of the marketing ethics literature, this "review note" (an uncommon genre of academic manuscript - a briefly - presented review highlighting a specific point) concludes that, in terms of pragmatic behavioral guidance as well as conceptual content, marketing ethics has nothing new nor distinctive to offer. Though an initially unexpected conclusion, perhaps, explanation is provided for why marketing ethics' absence of contribution is perfectly natural and appropriate. Evidence also is found to establish that the paper's contrarian-appearing position may not be extremist after all.

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