Munich Personal RePEc Archive

The marketing spirit from the perspective of moral values

Dumea, Andrei Cosmin and Mariciuc, Dragos Florentin (2010): The marketing spirit from the perspective of moral values. Published in: , Vol. Instit, (June 2010): pp. 220-226.

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Abstract

Economic theory and practice, in general, and marketing, in particular, involve a cultivation of an entrepreneurial and mercantile atittude, the willing to win and to speculate any business opportunity. Not infrequently, was questioned the ethical nature of any commercial approach, the morality of the profit or the lack of sincerity of the advertisements. This paper aims to illustrate areas of marketing practice that provoke substantial ethical comment and discussion.

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