企業(yè)營銷決策的倫理判斷研究.pdf

1、北京交通大學(xué)碩士學(xué)位論文企業(yè)營銷決策的倫理判斷研究姓名：李林波申請學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：黎群20070601韭立鑾邋態(tài)堂亟堂焦監(jiān)塞△旦S!＆△g!ABSTRACTABSTRACT：Competitionbetweencorporationshasspreadintoallareasofcorporations’productionandbusinessactivitiesalongwiththedevelopmentof

2、marketeconomyandcustomers’demandlevelsMoreandmorecorporationshaverealizedtheimportanceofmarketingethicsfortheirsurvivalanddevelopmentAsatoolformarketingdecisionmaking，thejudgingmodelofmarketingethicscallhelpmanagersmakee

3、thicsldecisionsThepaperfirstreviewstheresearchonmarketingethicsandethicaldecision“makingmodelsathomeandabroadThen，theauthorprovesthenecessityoftakingethicalconsiderationsintomarketingdecisionmakingbyanalyzingtheimmoralma

4、rketingactivitiesexistedindomesticmarkCtandthedefectsoftraditionalinal。kctingdecisionmakingmodelsFinallyaJMEmodel(Judgingmodelofmarketingethicsfordecisionmaking)whichcallhelpmanagerstomakeethicaldecisionsinmarketingisdev

5、elopedbasedonthetheoriesof“IntegrativeSocialContracts’and‘‘Stakeholder“’whicharewidelyappliedinthefieldofbusinessethicsresearchatpresentTherearetwomaininnovationpointsinthispaperFirstlythestakeholdertheoryisintmducedtomo

6、difythejudgingmodelfromintegrativesocialcontractstheoryandthemodelisalsoadjustedaccordingtothecharactersofmarketingactivitiesSecondlyatwodimensionmatrixofstakeholderisdevelopedtohellimanagersconfinetheim【portantstakehold