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| Author: | Mattsson, J. |
| Title: | True marketing: A value based philosophy for strategic marketing |
| Journal: | Journal of Strategic Marketing
2008 : JUL, VOL. 16:3, p. 175-188 |
| Index terms: | strategic management marketing models ethics |
| Freeterms: | values |
| Language: | eng |
| Abstract: | A new moral and ethical approach to practising marketing is suggested by considering the value (hereafter as: vl./vls.) priorities inherent in daily marketing work. This is named as 'True Marketing' (hereafter as: TM). Theoretical models from axiology can uncover the relative importance of different decisions and courses of action through analysis of their vl. content. More important vls. are to be given priority. The proposed TM Ladder is a model with nine basic vl. levels. Marketing managers are suggested to observe the relative importance of these vl. levels to apply TM in a strategic sense. |
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