haku: @indexterm MARKETING THEORY / yhteensä: 244
viite: 82 / 244
| Tekijä: | Takala, T. Uusitalo, O. |
| Otsikko: | An alternative view of relationship marketing: A framework for ethical analysis |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:2, p. 45-61 |
| Asiasana: | MARKETING MANAGEMENT ETHICS MARKETING MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | This article analyses relationship marketing from the viewpoint of ethical theories: deontology, utilitarianism, virtue ethics, and emotivism. The analysis is done in order to construct a framework for the ethical analysis of relationship marketing principles. Although the debat on the moral nature of business continues, the ethical evaluation of business practices is not common in the area of relationship marketing. The framework for ethical analysis includes a model or code for of business ethics for relationship marketers which should help make RM practices ethically longer lasting and also more profitable and competitive. |
SCIMA