Detail Cause-Related Marketing: Ethics and the Ecstatic Bibliografi Author: Smith, Warren ; Higgins, Matthew (Co-Author) Bahasa: (EN )     Penerbit: Unika Atma Jaya     Tahun Terbit: 2006     Jenis: Article Fulltext: 304BdS393.pdf (75.0KB; 12 download) Abstract This article evaluates the ethical implications of the practice of cause-related marketing (CRM). The authors note how CRM is consistent with a contemporary rhetoric that argues that consumers are displaying a developing interest in the social commitments of the corporate world. However, following the work of Zygmunt Bauman, the authors suggest that CRM actually threatens these sentiments. Of particular significance is its incorporation of a charitable act within an act of exchange that is mediated by marketing technique. This serves to prevent any encounter with Bauman's Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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