1,721,056 research outputs found
Marketing to young and vulnerable consumer groups
No full text[Extract] In this chapter we will discuss:
•the impact of marketing to young age groups, within the context of non-traditional media forms such as advergames
•current concerns about such activity
•the effectiveness of industry self-regulation
•media literacy effects
•the effects and effectiveness of commercial media literacy programmes
•marketing to other vulnerable groups such as the elderly, those with low literacy levels and those with low income level
Ethics in new media
No full text[Extract] In this chapter we will discuss:
•The impact of new and evolving media forms on marketing communications
•Disclosure and oblique marketing techniques
•Anthropomorphic marketing and branding in new media
•Marketing-related technologies, such as behaviourally targeted advertising
•Ethics in online sales and the 'sharing economy
Criticisms of marketing
No full text[Extract] In this chapter we will discuss the major generic criticism of marketing, including:
•fostering of materialism and unsustainable consumption
•deception, including 'greenwashing' and manipulation
•the (mis)use of corporate social responsibility as a mechanism to enhance corporate reputations
We will also examine the specific ethical issues that may arise in developing marketing strategies and tactics, including:
•product design, safety, packaging, labelling
•market research
•promotional activity, including both traditional forms of marketing communications and newer hybrid forms such as product placements, as well as ethical issues in public relations and selling activity
We will conclude the chapter with a discussion of how marketers should address these criticisms and then discuss what concepts such as ethical marketing involve
Contrasting perspectives on marketing
No full text[Extract] In this chapter we will discuss changing and contrasting perspectives towards marketing and marketing ethics. The chapter explores how marketing, and particularly marketing communication as the most visible form of marketing, can be perceived differently, and ethical challenges can arise as a consequence based on:
•Historical and societal changes
•Religious contexts
•Cross-cultural contexts
While there are a variety of reasons that can be identified as leading to changes in perceptions, such as personal experiences, political, technological or social changes and so forth, the two main avenues to allow for a discussion about marketing ethics are historical changes, and cross-cultural and religious perspectives, both of which this chapter will use to show how perceptions of marketing, and what constitutes marke3ting ethics, are fluid and constantly evolving together with the wider environment in which marketing operates
Ethical issues in marketing relationships
No full text[Extract] In this chapter we will discuss ethical issues from a relational perspective in diverse settings ranging from:
•Marketing relationships and relationship marketing approaches, including franchisin
•Retailing and personal selling
•Pharmaceutical marketing including 'detailing'
•Business to business (B2B) marketing
•Supply chain management, including:
•Ethical challenges for Fair Trade as it moves from niche to mainstream markets
•The ethics of payment to stock ('slotting') allowances
•Multi-level marketing and pyramid selling
Issues that cross all sectors of marketing will also be discussed, including:
•Gifts, promotions and entertainment for certain customers
•Data mining techniques used for customer contacts
•Ethical issues with 'bait and switch' and 'loss leader' strategies
•Ethical dimensions of pricing strategies and their impact on relationship
Legislation, regulation and ethics
No full text[Extract] While the previous chapters have raised potential ethical issues in a variety of contexts, this chapter aims to highlight the role of regulation and other policy interventions to shape, nurture, promote and enforce ethical behavior. It is notable, however, that most regulatory activities are limited to promotional activities, with far fewer regulations targeting other forms of marketing, for example, pricing or distribution. A likely explanation of this is that, as noted previously, marketing communication is a the major visible element of marketing, and thus commands most attention from regulators and policy makers
Tourism, heritage, cultural, arts and cause-related marketing
No full text[Extract] In this chapter we will discuss:
•Ethical criticism of the tourism industry, including contributions to greenhouse gas emissions and other environmental issues
•Specific criticisms of specialised tourism activity
•The challenge of gaps between attitudes annd behaviours in the tourism sector
•Ethical challenges within the arts and heritage sectors
•Ethical challenges within the cause-related secto
Lifestyle, health and pharmaceutical marketing
No full text[Extract] Lifestyle and pharmaceutical products, including both over-the-counter and prescription medication, present further potentially challenging issues to marketeers and consumers. Using marketing of prescription drugs as a starting point, this chapter explores:
•Ethical issues related to and effects of direct-to-consumer advertising
•Drivers and effects of medicalisation of society
•Lifestyle drugs, cosmetic surgery and medical tourism as effects of medicalisatio
Ethics in social marketing
No full text[Extract] In this chapter we will discuss:
•The unique characteristics of social marketing
•The specific ethical challenges within the sector, including the use of financial incentives and nudging strategies
•The implications of the application of common ethical frameworks to social marketing activity
•The potential role of a Code of Ethics or other ethics resources
•The challenges of enforcement mechanisms for professions such as social marketer
Ethical consumption
No full text[Extract] This chapter discusses ethics from the perspective of the consumer, examining how consumption ethics and marketing ethics are linked from that perspective. To examine this topic, the chapter focuses on:
•The different motives consumers can have to make choices based on particular ethical guidelines
•The consumption practices used to guide these ethical guidelines
•The theoretical models used to explain ethical consumption behaviour
•The consistency and spillover of ethical consumptio
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