Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Market Communication: Ethical and Praxeological Dimensions
Issue: Vol. 11, No 2, 2018
Published date: 06-2018 (print) / 06-2018 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Olgierd Swiatkiewicz
Polytechnic Institute of Setúbal
Keywords: communication, praxeology, ethics, marketing, advertising, public relations, social marketing, philanthropy, product placement, corporate social responsibility
DOI: 10.14254/2071-789X.2018/11-2/13
Index PUBMS: 49c34a71-cdeb-11e8-92b1-901b0efa6e97
Language: English
Pages: 184-199 (16)
JEL classification: B59, D21, D64, D83, D90, L10, M30, M14

Communication is one of the main organizational processes and at the same time one of the four basic marketing variables. Apart from some specific aspects of interpersonal communication, in this paper, we focus on the key issues of communication with the market and its stakeholders, because it determines the sales of products and services in a competitive environment, and consequently affects the income and profit of the company. The main aspect of communication with the market is its effectiveness (including the issues of ineffectiveness and/or counter-effective action) and the relationship of expenditures and revenues (efficiency, etc.), i.e. the praxeological dimension. From the beginning of marketing, the ethical aspect of communication has also arisen some doubts which are still on the table. In recent times, the area was dominated by the issue of corporate social responsibility (CSR). In this article, we address numerous issues of communication with the market, but it is far from being exhaustive. The basic method adopted here is a review of the literature in this field.


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