Copy the page URI to the clipboard
Harris, Fiona
(2009).
DOI: https://doi.org/10.1362/146934709X442665
URL: http://www.ingentaconnect.com/content/westburn/tmr...
Abstract
Concern about the social and environmental consequences of consumption has led to increasing ethical scrutiny of marketing activities. The nature of the product appears central to many criticisms directed at marketing. There is mounting pressure on organisations to demonstrate ethical credentials. Philip Kotler highlighted the importance of taking into account a product's impact on consumers' long-term welfare. This paper extends Kotler's (1972) classification of products matrix by including ethical consideration of consumers' needs and wants. The resulting 3D matrix provides a tool for considering products from an ethical perspective. It also offers organisations and marketers a means of analysing product concepts at an early stage and of identifying directions in which an existing product for which there is a questionable need can be developed to strengthen its justification.
Viewing alternatives
Metrics
Public Attention
Altmetrics from AltmetricNumber of Citations
Citations from DimensionsItem Actions
Export
About
- Item ORO ID
- 27424
- Item Type
- Journal Item
- ISSN
- 1472-1384
- Keywords
- products; classsication; ethics; needs and wants
- Academic Unit or School
-
Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL) - Copyright Holders
- © 2009 Westburn Publishers Ltd.
- Depositing User
- Fiona Harris