haku: @author Nantel, J. / yhteensä: 2
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| Tekijä: | Nantel, J. Weeks, W. A. |
| Otsikko: | Marketing ethics: Is there more to it than the utilitarian approach? |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:5, p. 9-19 |
| Asiasana: | CONSUMERS ETHICS PHILOSOPHY MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | When it comes time to consider it's ethical aspect, marketing seems to be quite paradoxical. The main objective of marketing is to respond consumers' needs. Marketing managers may often take it for granted that their actions are ethical, since they endeavour to satisfy consumers' needs - this position is an essentially utilitarian approach to ethics. This paper proposes a combination of utilitarian and deontological approach. Commercialization has always distinguished itself from the others by the emphasis it places on the needs and satisfaction of consumers. |
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