hrcak mascot   Srce   HID

Obnovljeni život : časopis za filozofiju i religijske znanosti, Vol.66. No.4. Studeni 2011.

Pregledni rad

Issues Concerning the Product as Part of the Marketing Mix

Maja Martinović ; Zagrebačka škola ekonomije i managementa, Zagreb, Hrvatska
Valentina Pirić ; Tomić & Co. d.o.o., Zagreb, Hrvatska
Andrijana Mušura   ORCID icon orcid.org/0000-0002-3120-8862 ; Zagrebačka škola ekonomije i managementa, Zagreb, Hrvatska

Puni tekst: hrvatski, pdf (176 KB) str. 531-548 preuzimanja: 679* citiraj
APA 6th Edition
Martinović, M., Pirić, V. i Mušura, A. (2011). Etička pitanja vezana uz proizvod kao dio marketinškog spleta. Obnovljeni život, 66. (4.), 531-548. Preuzeto s https://hrcak.srce.hr/74287
MLA 8th Edition
Martinović, Maja, et al. "Etička pitanja vezana uz proizvod kao dio marketinškog spleta." Obnovljeni život, vol. 66., br. 4., 2011, str. 531-548. https://hrcak.srce.hr/74287. Citirano 23.09.2018.
Chicago 17th Edition
Martinović, Maja, Valentina Pirić i Andrijana Mušura. "Etička pitanja vezana uz proizvod kao dio marketinškog spleta." Obnovljeni život 66., br. 4. (2011): 531-548. https://hrcak.srce.hr/74287
Harvard
Martinović, M., Pirić, V., i Mušura, A. (2011). 'Etička pitanja vezana uz proizvod kao dio marketinškog spleta', Obnovljeni život, 66.(4.), str. 531-548. Preuzeto s: https://hrcak.srce.hr/74287 (Datum pristupa: 23.09.2018.)
Vancouver
Martinović M, Pirić V, Mušura A. Etička pitanja vezana uz proizvod kao dio marketinškog spleta. Obnovljeni život [Internet]. 30.11.2011. [pristupljeno 23.09.2018.];66.(4.):531-548. Dostupno na: https://hrcak.srce.hr/74287
IEEE
M. Martinović, V. Pirić i A. Mušura, "Etička pitanja vezana uz proizvod kao dio marketinškog spleta", Obnovljeni život, vol.66., br. 4., str. 531-548, studeni 2011. [Online]. Dostupno na: https://hrcak.srce.hr/74287. [Citirano: 23.09.2018.]

Sažetak
In this paper the authors review the premises of modern marketing concepts as well as critiques on marketing practices in relation to ethical issues. Here we are dealing with manipulative marketing, deception and delusion due to which one may justifiably ask: is this going in the direction desired by society as a whole. The article describes in detail ethical issues concerning the product as part of the marketing mix, and a few case studies from Croatian business practice are analysed for illustration purposes. A comparison is made between the latter and the opinions of Croatian citizens on current ethical issues, data obtained through research done by the marketing research agency GfK-Croatia. Finally the authors offer suggestions on how to implement ethics in Croatian business practice in light of the existing Code on Ethical Business Management, legislation on consumer protection and the National Programme for Consumer Protection, with special reference to issues concerning the products themselves. Current modes of consumer protection are examined as well as the NGO’s responsible for the same in the Republic of Croatia.

Ključne riječi
business ethics; product; marketing concept; marketing mix; consumer protection; implementation of ethics in business practice; manipulative marketing

Hrčak ID: 74287

URI
https://hrcak.srce.hr/74287

[hrvatski]

Posjeta: 1.549 *