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Publication
Market Communication: Ethical and Praxeological Dimensions.
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Authors
Advisor(s)
Abstract(s)
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.
Description
Keywords
communication praxeology ethics marketing advertising public relations social marketing philanthropy product placement corporate social responsibility
Citation
Swiatkiewicz, O. (2018). Market Communication: Ethical and Praxeological Dimensions. Economics and Sociology, 11(2), pp. 184-199.