Access restricted to higher education institution's students and staff
master's thesis
Etika u marketingu

Domagoj Jukić (2016)
Metadata
TitleEtika u marketingu
AuthorDomagoj Jukić
Mentor(s)Julia Perić (thesis advisor)
Abstract
Ako pitate bilo koga svi će reći da je etika vrlo važna u životu, da treba poštivati etička načela i biti društveno odgovoran, ali kada to treba primjeniti u životu tu dolazimo do problema, pogotovo u današnje vrijeme kada većini tvrki ima samo jedini cilj, a to je profit. Danas kada je velika konkurencija i kada kupci imaju veliki izbor između istih prozvoda, cilj marketinga je napraviti reklamu koja će privući i istaknuti naš proizvod. Zbog velikog broja reklama, marketinški stručnjaci posežu za svim trikovima koji su zakonski dopušteni, a nekada i za nedopuštenim potezima. Zbog svega toga kao što će i pokazati istraživanje, postali smo indiferentni prema kršenju nekih etičkih načela. Cilj ovog rada je približiti etičke probleme u marketingu. Rad je podjeljen u dva djela. Prvi dio rada se odnosi na teorijski dio etike i marketinga, dok se drugi dio rada odnosi na praktičan dio, odnosno provedeno istraživanje o percepciji etike u marketingu. Prvi dio rada govori o važnosti poslovne etike i pridržavanju etičkog kodeksa u poslovanju. Naglašava etičke probleme u marketingu, kao što je izostavljanje bitnih informacija u reklamama, pisanje sitinim slovima važne infromacije, djeca su ciljana skupina reklama i ostale oblike neetičnog oglašavanja.
Keywordsethics marketing advertising
Committee MembersJulia Perić (committee chairperson)
Anamarija Delić (committee member)
Aleksandar Erceg (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra interdisciplinarnih kolegija
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-30
Parallel abstract (English)
If you ask anyone they will all say that ethics is very important in life, that it is important to respect ethical principles and be socially responsible, but when it should be applied in real life we come to the problems, especially nowadays when most companies have only one goal, and that is profit. Today, when the competition is huge and buyers have wide selection between the same products, marketing goal is to make an advertisment which will attract buyers and emphasize our product. Due to the large number of advertisments, marketing specialists grasp to all the tricks that are legally admissible, and sometimes even to the ones that aren't. Because of this, as the research will show, we became indifferent to the violation of some ethical principles. The goal of this work is to approach ethical issues in marketing. The work is divided in two parts: first one is about theoretical part of ethics and marketing and the second one is related to practical part, which is conducted research about perception of ethics in marketing. First part of this work discusses importance of working ethics and compliance with the code of ethics in business. It emphasizes ethical issues in marketing, such as the omission of relevant informations in advertising, writing important information in small font, using children as target group of advertising and other forms of unethical advertising.
Parallel keywords (Croatian)etika marketing oglašavanje
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:801656
CommitterGordana Kradijan