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Full Description
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.
Contents
I. OVERVIEW. 1. Does Marketing Have a Place in Utopia? II. TARGETING. 2. Targeting Minorities. 3. Targeting Children. 4. Targeting the Mentally Disabled. III. PRODUCTS. 5. A Debate on the Need for Regulation. 6. Dangerous Products: Tobacco. 7. Brand Identities: Do Consumers Need to Know? 8. A New Dimension of Morality in Marketing. 9. Marketers Must Accept Greater Responsibilities. 10. Consumers Have Responsibilities, Too. IV. PRICING. 11. Fair Price. 12. Is That Your Final Offer? 13. When Is a Sale Not a Sale? 14. Marketing as a Zero-Sum Game. 15. The Ethics of ATM Fees. 16. In Search of Fair Prices. V. PROMOTION AND ADVERTISING. 17. The Marketing "Hope". 18. The Excessof Puffery. 19. Trust as a Necessary Ingredient. 20. Manipulation and Virtual Reality. 21. Tobacco and the Limits of Public Relations. 22. Arrogance and Ligitimacy. 23. When Does a Gift Become a Bribe? 24. On the Marketing of Dinosaurs. 25. Creativity or Deception? Cross-Marketing and Infomercials. VI. DISTRIBUTION. 26. Is There Such a Thing as "Ethical Competition"? 27. Retailers' Obligations to Depressed Areas. 28. Stocklifting: An Ethical Analysis. VII. PRIVACY. 29. Is Privacy Dead? 30. Of Chickens and Foxes: Business as the Protector of Privacy. 31. Life as a Series of Trade-Offs. VIII. INAPPROPRIATE MARKETING. 32. Don't Pigeonhole Ethics. 33. Cloning and the Responsibility of Marketers. 34. Guess? Ads Cross theLine Between Fashion Art and Pornography. 35. Is Greed a Necessary Ingredient for Success in Business? 36. Marketing Tantra: Over the Line or Harmless Nonsense? 37. Political Ads and Demeaning the Competition. 38. The Influence of Corporate Money on Nonprofits. 39. Calvin Klein Ads Were a Mistake. 40. Excessive Studine Drinking: Whose Responsibility. 41. Internet Pornography. IX. FINAL THOUGHTS. 42. Of Saints and Sinners. 43. Overconsumption and Responsibility of Marketers.
