Are Marketers Egoists? A Typological Explication
The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers...
Authors: | ; |
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Tipo de documento: | Recurso Electrónico Artigo |
Idioma: | Inglês |
Verificar disponibilidade: | HBZ Gateway |
Journals Online & Print: | |
Fernleihe: | Fernleihe für die Fachinformationsdienste |
Publicado em: |
Springer Science + Business Media B. V
2019
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Em: |
Journal of business ethics
Ano: 2019, Volume: 155, Número: 2, Páginas: 611-621 |
Outras palavras-chave: | B
Competitor
B Consumer B Marketer B Egoism B Altruism |
Acesso em linha: |
Volltext (lizenzpflichtig) |
Resumo: | The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The framework offered in the paper is of relevance to marketers, media, and agencies rewarding marketing performance. The framework may help in assessing the ethical quotient in marketers’ preferences and behaviors. Studies recognizing the pertinence of egoism in marketing are scarce, and the typological framework discussed in the paper is a contribution to the marketing ethics literature. |
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ISSN: | 1573-0697 |
Obras secundárias: | Enthalten in: Journal of business ethics
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Persistent identifiers: | DOI: 10.1007/s10551-017-3515-5 |