医药营销伦理:更可接受的行为的伦理标准

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2021-06-16 DOI:10.1080/08911762.2021.1939469

J. Bélisle-Pipon

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引用次数: 4

摘要

摘要本文分析了药品直接面向消费者沟通(DTCC)所引发的主要伦理问题，以期为营销行业提出道德实践标准。对四种类型的营销实践进行基于案例的分析，以突出DTCC的主要伦理维度。然后，使用突出的伦理理论的特定镜头来解开伦理含义，因此，非伦理专家-即。营销专业人士可以理解他们日常实践的含义。为了综合与DTCC相关的基本道德要求，为营销专业人员提供了一份誓言，作为道德行为指南。

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Pharmaceutical Marketing Ethics: Ethical Standards for More Acceptable Practices

Abstract This paper analyses the major ethical issues raised by direct-to-consumer communications (DTCC) of pharmaceutical drugs, with a view to proposing ethical standards of practice for the marketing profession. A case-based analysis of four types of marketing practices is used to highlight the main ethical dimensions of DTCC. The ethical implications are then unpacked using the specific lenses of prominent ethical theories, so that non-experts in ethics—i.e., marketing professionals—can understand the implications for their daily practice. To synthesize the essential ethical imperatives related to DTCC, an oath for marketing professionals is offered as a guide to ethical conduct.

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.