The purpose of this chapter is to offer a new perspective on how business ethics, and more specifically ethical marketing, can be integrated into ethical education and the teaching of good practices, providing answers for different organizational ethical questions. The authors argue that ethical marketing currently plays a pivotal role in organizations, making it necessary to properly address issues from a moral point of view. Referring to elements related to the marketing area, such as the market itself, costumers, products, promotion, price, place, etc., the authors demonstrate that ethics and its purpose can add value to any organization. The sphere of ethical marketing has had extraordinary visibility, especially throughout the last decades, probably because of how they relate to the four marketing-mix P's. The authors argue that it is crucial to have a solid understanding of the significance of these principles.
The debate on what should be offered by universities concerning their marketing education curricula in order to serve the market needs, specifically the employers' has been widely present in the literature. Its relevance derives from the fact that employers are one of the most important stakeholders of higher education institutions, given their responsibility in the career of graduate students. In this chapter we intend to contribute to the understanding of the state of undergraduate marketing education offered by Portuguese universities and assess whether there is a mismatch between marketing education and market needs. A better understanding of the mismatch and its implications can lead to better marketing education programs, increasing not only the acceptance and employability of students but also the transfer of innovative marketing knowledge to companies. The findings show that there is indeed a gap between what is being offered by the academia and what is requested by the job market, in terms of marketing, that could be higher than 50% of the requirements expected by employers.
Hoje, grande parte da população mundial está online. Resultado da integração na internet na vida das pessoas e das organizações, surgiu o comércio eletrónico, que já soma milhões de adeptos em Portugal. Produtos virtuais e intangíveis viram neste meio a solução ótima para o seu escoamento, tal é o caso dos livros eletrónicos (e-books). Com um mercado em alto crescimento que já deu provas do seu potencial de expansão no estrangeiro, é curiosa a falta de informação sobre o seu desempenho em território nacional. O presente estudo ambiciona caracterizar o consumidor português de e-books, para assim colmatar a falta de informação existente e estabelecer-se como base de apoio para as decisões de gestão de retalhistas e editoras. A partir dos resultados recolhidos através de um questionário online, identificamos uma amostra predisposta a ler ou comprar e-books, mas limitado pela falta de informação.
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