Criticisms of marketing

Eagle, Lynne, Dahl, Stephan, and Low, David R. (2015) Criticisms of marketing. In: Eagle, Lynne, and Dahl, Stephan, (eds.) Marketing Ethics and Society. Sage, London, UK, pp. 29-54.

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[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.

Item ID: 41307
Item Type: Book Chapter (Research - B1)
ISBN: 978-1-4462-9662-2
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Date Deposited: 06 Jan 2016 00:45
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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