مشخصات مقاله
انتشار مقاله سال 2017
تعداد صفحات مقاله انگلیسی 41 صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
منتشر شده در نشریه امرالد
نوع مقاله ISI
عنوان انگلیسی مقاله Consumer perspectives on the ethics of an array of technology-based marketing strategies: an exploratory study
ترجمه عنوان مقاله دیدگاه مصرف کنندگان در مورد اصول اخلاقی مجموعه ای از استراتژی های بازاریابی مبتنی بر فناوری: یک مطالعه اکتشافی
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
مجله مجله بازاریابی و لجستیک آسیا پیسیفیک – Asia Pacific Journal of Marketing and Logistics
دانشگاه Department of Marketing – Eastern Michigan University – USA
شناسه دیجیتال – doi
https://doi.org/10.1108/APJML-09-2016-0179
کد محصول E8363
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
دانلود رایگان مقاله دانلود رایگان مقاله انگلیسی
سفارش ترجمه این مقاله سفارش ترجمه این مقاله

 

بخشی از متن مقاله:
Introduction

Unless living in a cocoon, citizens today are more attuned than ever before to the controversies surrounding unacceptable business behavior and in relation to an ever-widening range of issues that specifically fall within the realm of marketing. Recent high profile cases have involved issues such as: accusations of price gouging in the wake of a series of natural disasters, uneasiness surrounding the misrepresentation of environmental pollution levels caused by vehicle emission systems in relation to the Volkswagen scandal, and concerns following decisions by General Motors to not issue a recall for cars that were known to have a potentially deadly defect in the ignition switch. More recently, the press coverage surrounding Apple’s refusal, on privacy grounds, to acquiesce to the FBI’s request to unlock a suspected terrorist’s iPhone has once again propelled business ethics to the forefront of public consciousness, especially since the Justice Department called the refusal a ‘marketing strategy’ (Lichblau and Apuzzo, 2016.). Running parallel to these high-profile examples, a litany of similar, albeit lower profile stories appearing in the popular press, have alerted the public to the potential for perceived abuses arising from the increased prevalence of technology-based marketing strategies, i.e. a firm’s application of an emerging technology for the purpose of establishing or enhancing its own competitive advantage. Accordingly, attitudes towards marketers may have changed, and questions as to whether or not they are doing the right things have become more commonplace among the consuming public as well as the various watchdog groups. In this regard, it is worth noting that doing the right thing is commonly viewed as behaving in an ethical manner (Neale and Fullerton, 2010). This reality is important to marketers not in the least because it is becoming increasingly clear that many consumers actively consider a marketer’s ethical standing when evaluating and choosing among alternative offerings (Öberseder, et al., 2011; Singh, et al., 2012; Enax, et al., 2015). Thus, marketing practitioners acknowledge that an ethical reputation can provide a basis for creating a sustainable competitive advantage. Two iconic companies, among others, that have benefitted from just such a reputation are Ben & Jerry’s and the Body Shop (Bertilsson, 2014). Moreover, various groups within the wider marketing community are now bringing ethical considerations to the forefront of their agenda. For example, Fordham University’s ‘positive marketing’ movement is finding traction across a number of publics, as is the concept of ‘humanistic’ marketing (Varey and Pirson, 2014). Significantly, the new battle cry in these circles is to reconfigure marketing so that it becomes a force for good in the world by putting ethical considerations at the center of the discipline. Here, ethical marketing decision-making is defined as much more than simply conforming to the law and ‘doing what is legal’; rather it is the adoption of a philosophy of ‘doing the right thing’ that should guide all of a company’s actions in the marketplace (Reiling, 2011; Futrell, 2011).

نوشته مقاله انگلیسی رایگان در مورد دیدگاه مصرف کنندگان در مورد اصول اخلاقی استراتژی های بازاریابی – امرالد 2017 اولین بار در سایت آی اس آی دانلود ISIDL. پدیدار شد.

مشخصات

دانـــــلود

برچسب ها

مطالب پیشنهادی ما

دیدگاه های شما

دیدگاهتان را بنویسید

نشانی ایمیل شما منتشر نخواهد شد. بخش‌های موردنیاز علامت‌گذاری شده‌اند *

آخرین دیدگاه‌ها

    دسته‌ها