Etika dalam Pemasaran Industri : A Literature Review

Muhammad Subhan Iswahyudi

Abstract


Sebagai aspek penting dari bisnis, pemasaran bertanggung jawab untuk mengelola hubungan pelanggan tetapi sering dikaitkan dengan praktik yang tidak etis. Sarjana telah mengeksplorasi baik teori normatif etika pemasaran dan model positif, yang meneliti perilaku aktual, untuk memahami mengapa profesional pemasaran, terlibat dalam perilaku etis atau tidak etis. Terlepas dari penelitian ini, dua ulasan sebelumnya tentang pengambilan keputusan etis dalam literatur telah menemukan kurangnya studi empiris yang secara bersamaan menyelidiki empat tahap pengakuan, penilaian, niat, dan perilaku. Makalah ini meninjau literatur tentang pengambilan keputusan etis, pemasaran industri, dan kepemimpinan etis, dan mengusulkan kerangka kerja untuk mengevaluasi pengambilan keputusan etis dalam pemasaran industri yang bertujuan untuk mengisi celah ini.


Keywords


Etika, Pemasaran, Industri, Literature Review.

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DOI: http://dx.doi.org/10.35931/aq.v17i4.2299

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