Etika v marketingovém mixu


Etika v marketingovém mixu

Jméno a příjmení autora:

Dagmar Jakubíková

Rok:
2002
Číslo:
4
Klíčová slova:
marketingová etika, marketingový mix, podnikání v cestovním ruchu, neetické praktiky v marketingu, podniková kultura
DOI (& full text):
Anotace:
Abstract: Ethics in the Marketing Mix Marketing ethics are judgements about what is "right" and what is "wrong" for both organizations and their employees in their role as marketers. Marketers must…více
Abstract: Ethics in the Marketing Mix
Marketing ethics are judgements about what is "right" and what is "wrong" for both organizations and their employees in their role as marketers. Marketers must remain alert to society and its values including ethical values. The main focus of this article is on ethical issues and their incorporate into the marketing mix in tourism enterprises. Included table illustrates some of the unethical practices in tourism business that have been debated in our society.

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