Publisher's Synopsis
Written from a decision-making perspective, this textbook provides students with an overview of ethical problems faced by marketing professionals and an introduction to some of the issues they encounter as they engage in ethical decision-making.
A major concern is the unwillingness to grapple with differences between people who subscribe to different ethical considerations. This is dealt with by challenging students to consider how others might view ethical situations, for example what decision rules guide them, what their religious beliefs might be and what alternative courses of action they might consider. To simplify the presentation of ethical decision-making the author substitutes a `people are different′ approach for the theoretical treatment of ethical decision rules. The book also discusses a number of marketing decision areas such as product, pricing, advertising, selling and distribution, and presents numerous skill-building scenarios.
