By Andrew Crane
This quantity presents a brand new examine advertising, and specifically the flow to set up ostensibly 'green' advertising and marketing. offering proof from wide case reviews, those matters are addressed via an exam of managers' and staff' knowing of the fairway advertising and marketing actions and procedures that participate in their agencies.
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Extra info for Marketing, Morality and the Natural Environment (Routledge Advances in Management and Business Studies)
These organizations were selected to account for three organizational types – conventional, social mission and business–NGO collaboration. The rationale for this comparative case study approach will be explained later in this chapter. I begin though with a brief return to the ethical decision making literature discussed in the previous chapter. In this way I hope to be able to show what can be learnt from it in relation to understanding moral meaning in green marketing, but also, what it fails to contribute to this understanding.
1985; McGuire et al. 1988; Dooley and Lerner 1994) or market share (Owen and Scherer 1993). As yet though, empirical evidence is somewhat equivocal regarding the ethics–performance relationship (Aldag and Bartol 1978; Owen and Scherer 1993; Burke and Logsdon 1996). Attention has also focused on identifying and analysing the use of social, moral and environmental themes in organizational communications (Lill et al. 1986; Phillips and Brown 1993; Iyer et al. 1994). Rising to a peak in the early 1990s, such themes are now perhaps less evident than they once were, but remain a significant part of the communications landscape.
Organizational specialization in marketing practices such as advertising, public relations and consumer research often results in dispersal of marketing efforts across different companies. This can obfuscate aggregate moral consequences and diffuse moral responsibility. Desmond also suggests that marketing de-sensitizes marketers by codifying behaviour and removing moral autonomy; equally, individuals external to the organization are denied moral status by classifying them as consumers, as target markets, and as items of market research data.