Paradoxes of International Marketing in Developing Countries

Svetla T. Marinova and Marin A. Marinov

Chapter 6 in The Paradoxes of Globalisation, 2010, pp 119-131 from Palgrave Macmillan

Abstract: Abstract Marketing ethics has always been viewed in the context of business ethics or morality, as marketing is a business function that identifies, anticipates and satisfies customer requirements profitably, thus creating and maintaining the interface between consumer preferences and companies’ market aspirations. Baumhart (1961) and Tzalikis and Fritzsche (1989) among others have pointed out that marketing is perceived as the most problematic business function concerning morality. Research has questioned the ethics of marketing, mostly related to its role in promotion and sales where public trust is relatively low. Pires and Stanton (2002) suggest that marketing ethics should be treated as social responsibility, or what is ‘good’ for society in general and consumers in particular. However, there is no uniform philosophical argument of what is ‘good’ and ‘ethical’ and whether ‘good’ and ‘ethical’ have identical meanings.

Keywords: Business Ethic; Bargaining Power; Consumer Welfare; International Marketing; Marketing Communication (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-30396-6_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230303966

DOI: 10.1057/9780230303966_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().