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恩格斯指出:人们总是自觉不自觉地“从他们进行生产交换的经济关系中吸收自己的道德观念”(《马恩选集》3.133)。营销道德是指企业的营销活动自觉地接受道德规范的约束,符合社会道德标准。其实质是解决企业如何承担社会责任,妥善处理企业利益同顾客利益、自然环境利益以及社会利益的关系,强调盈利与道德双重标准.杜绝损害社会和公众利益的行为。它要求在谋取利润的同时,也要满足消费、引导消费、传递新的生活标准和新的价值准则,引导社会道德风尚,推动整个社会的文明进
Engels pointed out that people always consciously and unconsciously “absorb their own moral values from their economic relations of production and exchange” (“Marx and Engels Collection” 3.133). Marketing ethics means that the company’s marketing activities consciously accept the constraints of the ethical code and comply with social moral standards. Its essence is to solve the problem of how corporations take on social responsibilities, properly handle the relationship between corporate interests and customer interests, natural environmental interests, and social interests, emphasizing double standards of profit and morality, and eliminating acts that harm the interests of society and the public. It requires that while seeking profits, it must also meet consumption, guide consumption, pass new living standards and new values, guide social morality, and promote the advancement of civilization throughout society.