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MARKETING ETHICS. Edition No. 1
VDM Publishing House, Oct 2010, Pages: 92
This research was conducted to examine the relationship between the marketers' values and marketing ethics moderated by their religious faith. For this study three Independent variables were used i.e. Idealism, Relativism and Machiavellianism. In addition, Religious faith was taken as a moderator and the dependent variable was Marketing Ethics. The results found that Idealism and Relativism have a significant impact on Marketing Ethics. On the other hand, religion was found to have no significant relation with individual perceptions about marketing ethics. In addition the study found that there was no significant difference in the marketing ethics of the different ethnic groups.
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