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The Moral Dimension of Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Davidson, D.Kirk 作者

Thomson Learning College

译者

2002-7 出版日期

197 页数

$ 40.62 价格

Pap

丛书系列

9780877573005 图书编码

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The Moral Dimension of Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The Moral Dimension of Marketing is a collection of essays that explores the tension between economics and ethics that all marketing executives face on a daily basis. The essays are all based on real-life situations that students and professionals alike will recognize, and they are grouped under familiar marketing headings: targeting, products, pricing, promotion and advertising, distribution, privacy, and inappropriate marketing. Each essay concludes with two or three questions that focus the reader's attention to the critical issues raised in that essay. The book is designed to be used in virtually any marketing course as a supplemental reading to stimulate thoughtful analysis of moral issues; it can also be used as a stand-alone text in a marketing ethics or a business ethics course. It should be provocative reading for marketing professionals as well.

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