Description

About the Book

In this edition, Author has examined a significant moral issues and dilemmas in marketing using the moral concepts of freedom, integrity, justice, privacy, and welfare into eight chapters. The very first chapter discusses positive developments of marketing ethics and the ethical challenges in marketing. Second chapter examines development of internet marketing ethics and the ethical marketing practices. Third chapter briefly outlines the history and teaching of marketing ethics in higher education while fourth chapter deals with ethical principles in marketing research, rights of research participants and the ethical problems of marketing researchers. Fifth chapter seeks to shed light on the issue of marketing creativity and ethical behaviour by evoking alternative ethical models that can be used to evaluate selected practices among small business-to-business marketers while sixth chapter explores the concept of ethical branding and its link to corporate reputation. Seventh chapter reviews the main approaches in marketing ethics for ethical analysis and decision making in international settings while eighth chapter explains the concepts of corporate social responsibility, consumerism and ethics in marketing.

About the Author

Paul Martin is a Professor of Communications at University of Adelaide, Australia. After receiving an undergraduate degree in journalism he worked as a photojournalist for Australian Broadcasting Corporation for three years. He did his Master’s and a Ph.D. from University of Newcastle in mass communications. He has edited: Visual Journalism: A Guide for New Media Professionals (with Christopher R. Harris) and, has given keynote speeches, and participated in several panel discussions, presentations and workshops throughout the United States and in Australia, Canada, South Africa, Spain, Sweden, and the Netherlands. His areas of expertise include e-learning, mass media and professional and marketing ethics and new communications technologies.