書目識別號
474290
書目型態
西文機讀編目格式-圖書(USMARC Bibliographic Format-Book)
書目參考 URL
http://autorpa.tcu.edu.tw/login?url=http://www.palgraveconnect.com/doifinder/10.1057/9780230367142
欄號/指標/分欄資料
035 $aocn769139706 003 OCoLC 005 20120502024444.0 006 m d 007 cr cn||||||||| 040 $aUKPGM$beng$cUKPGM$dEBLCP$dN$T$dE7B 019 $a778432553 020 $a9780230367142 (electronic bk.) 020 $a0230367143 (electronic bk.) 020 $z9780230358553 035 $a(OCoLC)769139706$z(OCoLC)778432553 037 $a541337$bPalgrave Macmillan$nhttp://www.palgraveconnect.com 05014$aHF5387$b.E8465 2012 072 7$aBUS$x008000$2bisacsh 08204$a174/.4$223 049 $aTEFA 24500$aEthics in marketing and communications$h[electronic resource] :$btowards a global perspective /$cedited by Mary M. McKinley. 260 $aNew York :$bPalgrave Macmillan,$c2012. 300 $a1 online resource (pages cm.) 336 $atext$2rdacontent 337 $aunmediated$2rdamedia 338 $avolume$2rdacarrier 520 $aResearch indicates that the integrity demonstrated by a business can have a positive effect on its bottom line. The challenge is to not only embrace and voice ethical principles, but to also practice them in all business transactions. When the world knows that a business can be trusted to act ethically, the results show up not only in higher profits but also in lower employee turnover and better customer relations. This volume of research reinforces our comprehension of marketing as more than a functional area of organisations; marketing spans the boundaries of the enterprise and is the nexus for many of its stakeholders. Therefore, the reader will find chapters relating not only to typical marketing activities such as advertising but also about the importance of communicating ethics in the banking industry and the ethical concerns of promoting tourism. For it is not a matter of simply behaving ethically but of voicing that behavior and the resulting impact of it on the company, on the consumer, on the shareholder and on society as a whole. Practitioners and educators will find useful insights that will permit them to understand the different and conflicting perspectives on ethical dilemmas in marketing and communications, to propose and defend the 'best' ethical response to the situation and to accept that there are consequences for each of those involved in the decision. Ethical dilemmas are often multifold, requiring the individual to explore, differentiate and choose among conflicting loyalties. The countries that provide the setting for the research in this book include China, France, Switzerland, the United Kingdom and the United States. 5050 $aMarketing Communications and Ethics; K.S.Jahdi -- Responsible Communications Agencies; A.Badran -- How Web 2.0 Will Save CSR; F.Mauleon -- Ethical Dilemmas In Customer Relationship Management; M.McKinley -- Brand Communication and Ethics; A.Mathieu -- Is Advertising Targeting Vulnerable Customers in China? L.F.Fayol-Song -- The Ethical Paradoxes of Tourism; P.Callot -- Marketing Ethical Banking; E.Paulet{EFBFBD}& F.Relano --. 504 $aIncludes bibliographical references and index. 650 7$aBUSINESS & ECONOMICS / Marketing / General.$2bisacsh 650 7$aBUSINESS & ECONOMICS / Business Ethics.$2bisacsh 650 7$aBUSINESS & ECONOMICS / Business Communication / General.$2bisacsh 650 0$aBusiness ethics. 650 0$aSocial responsibility of business. 655 4$aElectronic books. 7001 $aMcKinley, Mary M. 77608$iPrint version:$tEthics in marketing and communications.$dNew York : Palgrave Macmillan, 2012$z9780230358553$w(DLC) 2011049341$w(OCoLC)767974441 994 $aC0$bTEF 095 $pES$dHF5387
|
系統首頁
|
慈濟志業體圖書館館藏查詢系統(Library Catalog)
|
個人資料查詢(View Your Record)
|
新書通報(New Book Arrival)
|
指定參考書查詢(Course Reserves)
|
讀者意見(Suggestion)
|
|
讀者回覆(Reply)
|
推薦書刊(Purchase Request)
|
分類號查詢(Search By Classification Number)
|