The Ethical Dilemmas in Marketing - the Positive Idea and its Desirable and Undesirable Consequences

• Autorzy: Jarosław Woźniczka

Warianty tytułu

Etyczne dylematy marketingu - pozytywna idea oraz jej pożądane i niepożądane skutki

• Języki publikacji: EN

Abstrakty

EN

The article deals with the issue of intended and unintended socio-economic consequences of marketing actions. Marketing concept is a positive idea of creating value for customers and other stakeholders, but the results of marketing decisions may be both positive and negative for company's environment. The arguments for positive effects of marketing are presented, as well as the evidence for unethical marketing practices and its negative consequences. Assuming that the need to consider interests of different companies' stakeholders is increasing, the concept of stakeholder orientation, as a broadening of the market orientation, is discussed. Finally the selected modelsof ethical marketing decision-making are presented. (original abstract)

W artykule poruszono zagadnienie społeczno-ekonomicznych skutków działań marketingowych o zamierzonym i niezamierzonym charakterze. Koncepcja marketingu opiera się na pozytywnym założeniu tworzenia wartości dla nabywców i innych interesariuszy organizacji, ale skutki decyzji podejmowanych przez menedżerów ds. marketingu mogą być zarówno korzystne, jak i niekorzystne dla otoczenia. W artykule przedstawiono z jednej strony opinie wskazujące na pozytywne społeczno-ekonomiczne efekty marketingu, a z drugiej - zwrócono uwagę na nieetyczne praktyki marketingowe i ich konsekwencje. Omówiono także koncepcję orientacji przedsiębiorstwa na interesariuszy, stanowiącą rozwinięcie orientacji rynkowej i wychodzącą naprzeciw rosnącej potrzebie uwzględniania w działalności organizacji oczekiwań różnych grup odbiorców, a także przedstawiono wybrane modele podejmowania decyzji rynkowych o charakterze etycznym. (abstrakt oryginalny)

Słowa kluczowe

EN

Marketing; Ethics; Social Responsibility; Marketing decision making

PL

Marketing; Etyka; Społeczna odpowiedzialność; Podejmowanie decyzji marketingowych

• Czasopismo: Acta Scientiarum Polonorum. Oeconomia
• Rocznik: 15 (2016)
• Numer: nr 4
• Strony: 195--207

Twórcy

autor

Jarosław Woźniczka

• Uniwersytet Ekonomiczny we Wrocławiu

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