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Marketing und Ethik
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Das Thema Marketing und Ethik wird in den USA seit Mitte der achtziger Jahre intensiv diskutiert. Im deutschsprachigen Raum gibt es zu diesem Thema bisher allerdings keinen umfassenden Beitrag, obwohl die Konsumenten zunehmend mehr Wert auf moralische Marketinghandlungen legen. Das vorliegende Buch soll diese Lcke schlieen. Beate Kay-Enders erlutert zunchst, welche Marketinghandlungen verschiedene Interessengruppen als unmoralisch ansehen. Anschlieend werden die Determinanten moralischen bzw. unmoralischen Marketinghandelns herausgearbeitet. Auf dieser Basis entwickelt die Autorin konkrete Vorschlge, wie innerhalb eines Unternehmens moralisches Marketinghandeln gefrdert werden kann.
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