EAN: 9783111257716

ETHICAL APPROACHES TO MARKETING KARTONIERT (TB)

Ethical approaches to marketing offers a dynamic and inspiring perspective on how powerful
marketing can have a positive and ethical impact on society. It brings together a wealth of
internationally acclaimed academics who share their thoughts on a broad range of ethical
approaches to marketing. With the continued and unwavering criticism of marketing across the
globe  with accusations of persuasion  exploitation and manipulation and more this book aims to
open the minds of the reader to the constructive and progressive approaches of ethical
marketers. It reframes the way we think about marketing and society offering a number of
emotional and motivational topics written by world leading academics  bringing together the
great minds of ethical academics in a profound and dynamic monograph. The range of scholars
includes new and upcoming academics taking on the opportunity to publish their work alongside
eminent scholars. Contributions support the notion that marketing is good for society and
impacts on consumer wellbeing  lifestyle  communities and positive consumer behaviours. This
book asks the reader to think differently  feel the change that is rapidly developing in
marketing through the interconnections of personal ethical values which are becoming
interdependent with professional marketing values. As problems linked to health  the
environment and social injustice mount during the 21st century  harnessing the power of
marketing to help find and promote positive solutions is going to be crucial for all our
futures. Billy Bob Thornton once claimed publicly that 'Marketing is the Devil'  but this
collection demonstrates the potential for marketing and marketers to make important
contributions on the side of the angels. (Professor Ken Peattie)

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