Direct Marketing from an ethical point of view

Nonfiction, Religion & Spirituality, Philosophy, Ethics & Moral Philosophy
Cover of the book Direct Marketing from an ethical point of view by Melis Ceylan, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Melis Ceylan ISBN: 9783638006927
Publisher: GRIN Publishing Publication: February 18, 2008
Imprint: GRIN Publishing Language: English
Author: Melis Ceylan
ISBN: 9783638006927
Publisher: GRIN Publishing
Publication: February 18, 2008
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2007 in the subject Communications - Ethics in the Media, grade: MA, Bournemouth University, 31 entries in the bibliography, language: English, abstract: Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities (Thomas and Housden, 2002). According to Boone and Kurtz (1997); 'Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives' (Boone and Kurtz, 1997: 202). Another definition of marketing, according to the Chartered Institute of Marketing, is 'The management process responsible for identifying, anticipating and satisfying customer requirements profitability' (Tailor, 2000). In all the definitions of marketing the main point is to satisfy the customer needs. As known with in a global world it will be difficult for the companies to achieve this satisfaction because the needs and the demands are unlimited and the customers have many different alternatives for the different products. Powerful forces such as capitalism, global transport, communications, marketing and advertising, and transnational cosmopolitanism are interacting to dissolve the boundaries across national cultures and economies and in the eyes of some, accelerating the emergence of a homogeneous global consumer culture (Keegan and Green, 2003; Kotler, 2005). The conventional method of using countries as the cultural unit of analysis or as a basis for market segmentation, is increasingly ill-advised, given that most of the world's countries are already multicultural and growing ever more so, and even within relatively homogeneous nations, individuals vary substantially in the extent to which they identify with, adhere to, and practice cultural norms. Many researchers argue that increasing globalization is reducing the homogeneity of consumer behaviours within countries, while increasing communalities across countries (Cleveland and Laroche, 2007). The decreasing homogeneity forces the professionals to reach every type of the customer. Without reaching all types of the customer a company can never be successful because there will be another company reaching to that customer in the global world. In this point direct marketing becomes useful (Nash, 2000).

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2007 in the subject Communications - Ethics in the Media, grade: MA, Bournemouth University, 31 entries in the bibliography, language: English, abstract: Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities (Thomas and Housden, 2002). According to Boone and Kurtz (1997); 'Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives' (Boone and Kurtz, 1997: 202). Another definition of marketing, according to the Chartered Institute of Marketing, is 'The management process responsible for identifying, anticipating and satisfying customer requirements profitability' (Tailor, 2000). In all the definitions of marketing the main point is to satisfy the customer needs. As known with in a global world it will be difficult for the companies to achieve this satisfaction because the needs and the demands are unlimited and the customers have many different alternatives for the different products. Powerful forces such as capitalism, global transport, communications, marketing and advertising, and transnational cosmopolitanism are interacting to dissolve the boundaries across national cultures and economies and in the eyes of some, accelerating the emergence of a homogeneous global consumer culture (Keegan and Green, 2003; Kotler, 2005). The conventional method of using countries as the cultural unit of analysis or as a basis for market segmentation, is increasingly ill-advised, given that most of the world's countries are already multicultural and growing ever more so, and even within relatively homogeneous nations, individuals vary substantially in the extent to which they identify with, adhere to, and practice cultural norms. Many researchers argue that increasing globalization is reducing the homogeneity of consumer behaviours within countries, while increasing communalities across countries (Cleveland and Laroche, 2007). The decreasing homogeneity forces the professionals to reach every type of the customer. Without reaching all types of the customer a company can never be successful because there will be another company reaching to that customer in the global world. In this point direct marketing becomes useful (Nash, 2000).

More books from GRIN Publishing

Cover of the book The Portrayal of William Rufus in the 'Vita Anselmi' and Huntingdon's 'Historia Anglorum' by Melis Ceylan
Cover of the book Noetic Quantic Global Management by Melis Ceylan
Cover of the book Benefits of recent Project Management Methods and Tools by Melis Ceylan
Cover of the book Ulysses S. Grant by Melis Ceylan
Cover of the book Samuel Beckett. The Life of a Literary Genius by Melis Ceylan
Cover of the book The Increasing Trend of ADHD Diagnosis by Melis Ceylan
Cover of the book Anglicanism in Overseas - Challenges of the Anglican Church in Canada in the past and in the future by Melis Ceylan
Cover of the book Foreign Accent Syndrome (FAS): The Speech Characteristics of Foreign Accent Syndrome by Melis Ceylan
Cover of the book Virginia Woolf´s 'The Waves' by Melis Ceylan
Cover of the book What's worth a university? Changes in the lifestyle and status of post-2000 European graduates by Melis Ceylan
Cover of the book Aspects of Civility in Jane Austen's Pride and Prejudice by Melis Ceylan
Cover of the book The U.S. Service Sector - International Trade of Services and the Information and Communication Technology (ICT) by Melis Ceylan
Cover of the book The Great War and its effects in D. H. Lawrence's Lady Chatterley's Lover by Melis Ceylan
Cover of the book The Portfolio - an Alternative Assessment Method in the Foreign Language Classroom by Melis Ceylan
Cover of the book American culture and perception of women in horror movies by Melis Ceylan
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy