Contrasting perspectives on marketing

Dahl, Stephan, and Yeung, Fannie (2015) Contrasting perspectives on marketing. In: Eagle, Lynne, and Dahl, Stephan, (eds.) Marketing Ethics and Society. Sage, London, UK, pp. 55-74.

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[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.

Item ID: 41308
Item Type: Book Chapter (Research - B1)
ISBN: 978-1-4462-9662-2
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Date Deposited: 06 Jan 2016 01:14
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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