国际经济与管理科学杂志

Mc Donalds in Greece: Developing A Methodology of Quality in Marketing Ethics: Communication Crisis Strategy and Morality

Abstract

Georgia Broni, John Velentzas, Nikos Kartalis and Athanasios Zissopoulos

Marketing Ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Marketing Ethics refer to making marketing decisions that are morally/ethically right. Marketing Ethics is strategic consideration in organizational decisions. Decisions taken in an organization (like Mc Donalds) can be taken by individuals or groups (corporations), but everyone has to be influenced by culture. Everyone must decide how to act.Ethical decisionmaking can helpfully be thought of as a matter of marketing tactic/strategy. As a methodology of quality (and not only quantity), communication in crisis gets a new form and takes a different meaning.