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Etica d'Impresa per la Comunicazione Integrata di Marketing
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ISBN10: 3639804031
ISBN13: 9783639804034
Publisher: Blues Kids Of Amer
Published: Mar 18 2014
Pages: 224
Weight: 0.74
Height: 0.51 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9783639804034
Publisher: Blues Kids Of Amer
Published: Mar 18 2014
Pages: 224
Weight: 0.74
Height: 0.51 Width: 6.00 Depth: 9.00
Language: Italian
Quali implicazioni manageriali per un'organizzazione che fa propri valori, principi e doveri etici applicandoli nel processo decisionale relativo alla comunicazione di marketing? Partendo da una analisi congiunta tra le teorie etiche normative e gli effetti -positivi e negativi, economici e sociali- che il marketing può scatenare sulla collettività, il libro si sofferma sulle riflessioni maturate in ambito accademico riguardo ai principali topics legati al marketing etico ed alla responsabilità sociale d'impresa. Nella consapevolezza che i consumatori orientano sempre più le loro preferenze d'acquisto verso quelle organizzazioni in grado di comunicare il loro impegno sociale e che riescono a permeare di qualità etiche le loro value proposition, si delinea un framework che integra gli elementi principali della Comunicazione Integrata di Marketing con gli assunti essenziali della deontologia, della teleologia e della virtue ethics. L'analisi aiuta a far luce su diversi aspetti del marketing etico ed è un valido strumento di supporto non solo per chi vuole approfondire questi temi ma anche per i professionisti delle Comunicazioni e per gli operatori di Marketing.
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