Marketing Ethics Brenkert Hardback Wiley–Blackwell 9780631214229

Marketing EthicsAuthor(s): George G. Brenkert\nFormat: Hardback\nPublisher: John Wiley and Sons Ltd, United Kingdom\nImprint: Wiley-Blackwell\nISBN-13: 9780631214229, 978-0631214229\nSynopsis\nMarketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity. \n\nA substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality\nIdentifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing\nConsiders broader meanings and background assumptions of marketing infrequently included in other marketing literature\nAdds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency