Distorted Facets of Marketing Ethics for Alcoholic Beer Marketing-Reference-Cited by-同舟云学术

Distorted Facets of Marketing Ethics for Alcoholic Beer Marketing

Published:2016-08-01 Issue:2 Volume:11 Page:79-96
ISSN:2344-5416
Container-title:Studies in Business and Economics
language:en
Short-container-title:

Author:

Newaj Avinash¹,Damar-Ladkoo Adjnu¹

Affiliation:

1. University of Mauritius

Abstract

Abstract Marketing is the art of delivering value whilst ethical marketing is to provide this value through what is morally right. This new era customers are well informed, more knowledgeable, less vulnerable to unethical practices and cannot be easily manipulated by marketers. Many companies are thus, moving towards ethical marketing so as to develop trust among existing and new customers. Strict regulations by the Mauritian government have further forced marketers to act ethically; whereby the advertising of alcoholic beers has been banned. Yet, indirect strategies have been adopted by marketers so as to pave their way in this competitive industry. What are they? Are customers aware about them and are they influenced? Road accidents, social violence and health problems are associated to such malpractice. This study has shed light on the above and measures have been proposed for the benefit of customers, marketers and the government. This study was connected to the ethical theories.

Publisher

Walter de Gruyter GmbH

Subject

Economics, Econometrics and Finance (miscellaneous),Business, Management and Accounting (miscellaneous),Social Psychology

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