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- Title
THE ETHICAL DILEMMAS IN MARKETING - THE POSITIVE IDEA AND ITS DESIRABLE AND UNDESIRABLE CONSEQUENCES.
- Authors
Woźniczka, Jarosław
- Abstract
The article deals with the issue of intended and unintended socio-economic consequences of marketing actions. Marketing concept is a positive idea of creating value for customers and other stakeholders, but the results of marketing decisions may be both positive and negative for company's environment. The arguments for positive effects of marketing are presented, as well as the evidence for unethical marketing practices and its negative consequences. Assuming that the need to consider interests of different companies' stakeholders is increasing, the concept of stakeholder orientation, as a broadening of the market orientation, is discussed. Finally the selected modelsof ethical marketing decision-making are presented.
- Subjects
MARKETING ethics; SOCIAL responsibility of business; DECISION making in business; SOCIAL impact; ECONOMIC impact
- Publication
Acta Scientiarum Polonorum. Oeconomia, 2016, Vol 15, Issue 4, p195
- ISSN
1644-0757
- Publication type
Article