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| Author: | Priddle, J. |
| Title: | Marketing ethics, macromarketing, and the managerial perspective reconsidered |
| Journal: | Journal of Macromarketing
1994 : FALL, VOL. 14:2, p. 47-62 |
| Index terms: | MACROMARKETING MARKETING ETHICS |
| Language: | eng |
| Abstract: | This article argues that recent criticism of business education and the resurgence of serious interest in marketing ethics and macromarketing during the 1980's are best understood as making the case for repositioning business and marketing education away from a managerial and toward a more inclusive stakeholder perspective. It then briefly explores some of the differences this perspective can make for marketing education. |
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