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The marketing spirit from the perspective of moral values

Author

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  • Dumea, Andrei Cosmin
  • Mariciuc, Dragos Florentin

Abstract

Economic theory and practice, in general, and marketing, in particular, involve a cultivation of an entrepreneurial and mercantile atittude, the willing to win and to speculate any business opportunity. Not infrequently, was questioned the ethical nature of any commercial approach, the morality of the profit or the lack of sincerity of the advertisements. This paper aims to illustrate areas of marketing practice that provoke substantial ethical comment and discussion.

Suggested Citation

  • Dumea, Andrei Cosmin & Mariciuc, Dragos Florentin, 2010. "The marketing spirit from the perspective of moral values," MPRA Paper 39300, University Library of Munich, Germany, revised Jun 2012.
    • Handle: RePEc:pra:mprapa:39300
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    File URL: https://mpra.ub.uni-muenchen.de/39300/3/MPRA_paper_39300.pdf
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    References listed on IDEAS

    as
    1. Robin, Donald P. & Reidenbach, R. Eric & Forrest, P. J., 1996. "The perceived importance of an ethical issue as an influence on the ethical decision-making of ad managers," Journal of Business Research, Elsevier, vol. 35(1), pages 17-28, January.
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    More about this item

    Keywords

    marketing ethics; ethics; moral standards;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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