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Ethics in marketing and communicatio...

McKinley, Mary M.

Ethics in marketing and communicationstowards a global perspective /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Ethics in marketing and communicationsedited by Mary M. McKinley.
其他題名:	towards a global perspective /
其他作者:	McKinley, Mary M.
出版者:	New York :Palgrave Macmillan,2012.
面頁冊數:	1 online resource (pages cm.)
標題:	BUSINESS & ECONOMICS / Marketing / General.
電子資源:	http://www.palgraveconnect.com/doifinder/10.1057/9780230367142
ISBN:	9780230367142 (electronic bk.)

Ethics in marketing and communicationstowards a global perspective /
Ethics in marketing and communicationstowards a global perspective /[electronic resource] :edited by Mary M. McKinley. - New York :Palgrave Macmillan,2012. - 1 online resource (pages cm.)

Includes bibliographical references and index.

Marketing Communications and Ethics; K.S.Jahdi -- Responsible Communications Agencies; A.Badran -- How Web 2.0 Will Save CSR; F.Mauleon -- Ethical Dilemmas In Customer Relationship Management; M.McKinley -- Brand Communication and Ethics; A.Mathieu -- Is Advertising Targeting Vulnerable Customers in China? L.F.Fayol-Song -- The Ethical Paradoxes of Tourism; P.Callot -- Marketing Ethical Banking; E.Paulet�& F.Relano --.

Research indicates that the integrity demonstrated by a business can have a positive effect on its bottom line. The challenge is to not only embrace and voice ethical principles, but to also practice them in all business transactions. When the world knows that a business can be trusted to act ethically, the results show up not only in higher profits but also in lower employee turnover and better customer relations. This volume of research reinforces our comprehension of marketing as more than a functional area of organisations; marketing spans the boundaries of the enterprise and is the nexus for many of its stakeholders. Therefore, the reader will find chapters relating not only to typical marketing activities such as advertising but also about the importance of communicating ethics in the banking industry and the ethical concerns of promoting tourism. For it is not a matter of simply behaving ethically but of voicing that behavior and the resulting impact of it on the company, on the consumer, on the shareholder and on society as a whole. Practitioners and educators will find useful insights that will permit them to understand the different and conflicting perspectives on ethical dilemmas in marketing and communications, to propose and defend the 'best' ethical response to the situation and to accept that there are consequences for each of those involved in the decision. Ethical dilemmas are often multifold, requiring the individual to explore, differentiate and choose among conflicting loyalties. The countries that provide the setting for the research in this book include China, France, Switzerland, the United Kingdom and the United States.

ISBN: 9780230367142 (electronic bk.)

Source: 541337Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

564257
BUSINESS & ECONOMICS / Marketing / General.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5387 / .E8465 2012

Dewey Class. No.: 174/.4

Ethics in marketing and communicationstowards a global perspective /
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520 $a Research indicates that the integrity demonstrated by a business can have a positive effect on its bottom line. The challenge is to not only embrace and voice ethical principles, but to also practice them in all business transactions. When the world knows that a business can be trusted to act ethically, the results show up not only in higher profits but also in lower employee turnover and better customer relations. This volume of research reinforces our comprehension of marketing as more than a functional area of organisations; marketing spans the boundaries of the enterprise and is the nexus for many of its stakeholders. Therefore, the reader will find chapters relating not only to typical marketing activities such as advertising but also about the importance of communicating ethics in the banking industry and the ethical concerns of promoting tourism. For it is not a matter of simply behaving ethically but of voicing that behavior and the resulting impact of it on the company, on the consumer, on the shareholder and on society as a whole. Practitioners and educators will find useful insights that will permit them to understand the different and conflicting perspectives on ethical dilemmas in marketing and communications, to propose and defend the 'best' ethical response to the situation and to accept that there are consequences for each of those involved in the decision. Ethical dilemmas are often multifold, requiring the individual to explore, differentiate and choose among conflicting loyalties. The countries that provide the setting for the research in this book include China, France, Switzerland, the United Kingdom and the United States.
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650 7 $a BUSINESS & ECONOMICS / Business Ethics. $2 bisacsh $3 564210
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