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Essay

Ethical Marketing for Competitive Advantage on the Internet

Essay specific features

 

Issue:

Psychology

 

Written by:

Mark T

 

Date added:

February 4, 2013

 

Level:

University

 

Grade:

B

 

No of pages / words:

10 / 2611

 

Was viewed:

6006 times

 

Rating of current essay:

 
Essay content:

The technological opportunities are obviously highly appealing for Marketers to explore and use extensively and intensively. However, we suggest that exploiting all these opportunities can be a threat to marketing performance in the long run. Technology has no inherent morality and the way in which it is utilized is what really matters...
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In this matter, both the deontological as well as the utilitarian view of ethics (Bergman 1997) apply. Paying close attention to the ethical aspects of the use of web-based technologies in marketing might constitute a differentiating force for proactive firms. In a first section, we will discuss current marketing practices on the Internet and propose 7 criteria for judging the ethicalness of marketing practices...
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General issues of this essay:
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