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| Author: | Schlegelmilch, B.B. Pollach, I. |
| Title: | The perils and opportunities of communicating corporate ethics |
| Journal: | Journal of Marketing Management
2005 : APR, VOL. 21:3-4, p.267-290 |
| Index terms: | Ethics Corporate image Public relations Marketing channels Marketing management |
| Language: | eng |
| Abstract: | This article discusses the fundamental success factors for companies communicating their ethical attitudes to the public audience. It concentrates on the communication process from the company's point of view. The process should be continual and stop only when the company reaches its goal, the desired public image. This paper also examines the dangers related to communicating corporate ethics, e.g. using ethics for marketing purposes. |
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