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Market Communication: Ethical and Praxeological Dimensions.

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Resumo:Communication is one of the main organizational processes and at the same time one of the four basic marketing variables. Apart from some specific aspects of interpersonal communication, in this paper, we focus on the key issues of communication with the market and its stakeholders, because it determines the sales of products and services in a competitive environment, and consequently affects the income and profit of the company. The main aspect of communication with the market is its effectiveness (including the issues of ineffectiveness and/or countereffective action) and the relationship of expenditures and revenues (efficiency, etc.), i.e. the praxeological dimension. From the beginning of marketing, the ethical aspect of communication has also arisen some doubts which are still on the table. In recent times, the area was dominated by the issue of corporate social responsibility (CSR). In this article, we address numerous issues of communication with the market, but it is far from being exhaustive. The basic method adopted here is a review of the literature in this field.
Autores principais:Swiatkiewicz, Olgierd
Assunto:communication praxeology ethics marketing advertising public relations social marketing philanthropy product placement corporate social responsibility
Ano:2018
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso aberto
Instituição associada:Instituto Politécnico de Setúbal
Idioma:inglês
Origem:Instituto Politécnico de Setúbal

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