RT Article
T1 Are Marketers Egoists? A Typological Explication
JF Journal of business ethics
VO 155
IS 2
SP 611
OP 621
A1 Ramanathan, Jayasankar
A1 Swain, Biswanath
LA English
PB Springer Science + Business Media B. V
YR 2019
UL https://www.ixtheo.de/Record/1785673408
AB The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The framework offered in the paper is of relevance to marketers, media, and agencies rewarding marketing performance. The framework may help in assessing the ethical quotient in marketers’ preferences and behaviors. Studies recognizing the pertinence of egoism in marketing are scarce, and the typological framework discussed in the paper is a contribution to the marketing ethics literature.
K1 Marketer
K1 Egoism
K1 Consumer
K1 Competitor
K1 Altruism
DO 10.1007/s10551-017-3515-5