search query: @author Rawwas, M. / total: 2
reference: 1 / 2
« previous | next »
| Author: | Rawwas, M. |
| Title: | An exploratory investigation of the ethical values of American and Australian consumers: direct marketing implications |
| Journal: | Journal of Direct Marketing
1996 : AUTUMN, VOL. 10:4, p. 52-63 |
| Index terms: | DIRECT SELLING USA AUSTRALIA CONSUMERS |
| Language: | eng |
| Abstract: | Of all business functions, marketing receives the most scrutiny, generates the most controversy, and faces the most criticism regarding its ethicality. Over the years, this finger-pointing has perhaps seemed increasingly insulting to marketing professionals -- after all, we , above all others, are driven by the need to secure long-term customer satisfaction and sustain relationships. This "special" ethical attention presumably arises because marketing is the business function responsible for interacting most directly with consumers. |
« previous | next »
SCIMA