Documente Academic
Documente Profesional
Documente Cultură
e-Publications@Marquette
Books by Marquette University Faculty
2005
Ethical Marketing
Patrick E. Murphy
University of Notre Dame
Gene R. Laczniak
Marquette University, eugene.laczniak@marquette.edu
Norman E. Bowie
University of Minnesota - Twin Cities
Thomas A. Klein
University of Toledo
Ethical Marketing
PATRICK E. MURPHY
University of Notre Dame
GENE R. LACZNIAK
Marquette University
NORMAN E. BOWIE
University of Minnesota
THOMAS A. KLEIN
University of Toledo
-----PEARSON
Prentice
Hall
Contents
ACKNOWLEDGMENTS
INTRODUCTION
xiii
xv
Chapter One
ETHICAL REASONING AND MARKETING D ECISIONS
10
21
vii
viii
Contents
35
Chapter Two
Enncs IN RESEARCHING AND SEGMENTING MARKETS 48
Professionalism and Ethics 49
Duties and Obligations of Researchers
50
62
64
75
Chapter Three
PRODUCT MANAGEMENT
Enncs 81
Product Safety 82
Warranties,83 Product Liability Law, 84 Regulation by Federal
Agencies, 86
Product Counterfeiting 90
Socially Controversial Products
92
Contents
104
Breaking Brand Promises, 105 Abusing Brands' Powers of
Meaning Creation, 105 Questionable Behavior in Defense of
the Brand's Reputation, 106 Underlying Causes of Unethical
Branding, 106
Chapter Four
ETHICAL ISSUES IN D ISTRIBUTION CHANNELS AND PRICING
114
116
Pricing Issues
137
Ethics in Price Setting, 140
Chapter Five
ETHICS IN ADVERTISING AND ON THE INTERNET
151
152
170
ix
Contents
Chapter Six
186
Why Personal Selling Presents Particularly Difficult Ethical
Questions 189
Selling and the Law 191
201
210
Chapter Seven
212
Organizing for Marketing Ethics Implementation 214
Contents
248
INDEX
260
258
xi