Marketing ethics: is there more to it than the utilitarian approach?

Volume: 30, Issue: 5, Pages: 9 - 19
Published: May 1, 1996
Abstract
Of all the management fields, marketing is probably that which seems the most paradoxical when it comes time to consider its ethical aspect. This paradox stems from the fact that the main objective of marketing is to respond to the needs of consumers. Yet these same consumers often take marketing to task out of a concern for certain of its manifestations, such as advertising or pricing. Since they endeavour to satisfy consumers’ needs, marketing...
Paper Details
Title
Marketing ethics: is there more to it than the utilitarian approach?
Published Date
May 1, 1996
Volume
30
Issue
5
Pages
9 - 19
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