Ethical marketing: mission (im)possible

Viktoriia Novikova

Bakalářská práce

Abstract:

This thesis will investigate ethical issues in marketing, focusing in particular on advertising. This thesis will provide an overview of contemporary meanings and understandings of ethical/unethical marketing, including issues of misleading and discriminatory advertising and the issue of targeting vulnerable audiences. The research will also touch the legal aspect of marketing and how much it helps in improving marketing ethics. An important question in this context is whether and to what extent ethical marketing is more effective than unethical marketing, since this is likely to influence decisions of companies regarding their own advertising strategies. The practical part will investigate the attitudes of general public towards different ways of advertising.

Keywords

Unethical marketing, advertising, marketing ethics, consumer behaviour

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 3. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 23. 5. 2023
• Vedoucí: Daniel Rosenhaft Swain, Ph.D. MA
• Oponent: Jan Brabec, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Economics and Management