Marketing Ethics: An International Perspective

Marketing Ethics: An International Perspective
Автор
 
Год
 
Страниц
 
228
ISBN
 
186152191X
Издатель
 
Aspatore Books
Категория
 
Мир маркетинга

Содержание:

Connecting with consumer needs, Staying consumer focused, Building an internet mega-brand, Making sure the consumer has a seat at the table, Building a powerful marketing engine, How brands and marketing are evolving together, Marlboro Friday: branding a product, Providing choice, Turning a brand into a national pastime

Описание:

Part of the Advanced Marketing Series; this title examines the mainstream marketing ethics and theories, placing them in an international context. Throughout the text, country-specific differences are highlighted with particular attention to variationsin business ethics. The book also investigates the means by which ethics can best be implemented into organizational/decision-making and focuses on some of the remaining challenges in business ethics. The text includes cases and key readings designedto illustrate major factors in business ethics drawn from real situations.

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