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Are Marketers Egoists? A Typological Explication
Published in Springer
2017
Volume: 155
   
Issue: 2
Pages: 611 - 621
Abstract
The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The framework offered in the paper is of relevance to marketers, media, and agencies rewarding marketing performance. The framework may help in assessing the ethical quotient in marketers’ preferences and behaviors. Studies recognizing the pertinence of egoism in marketing are scarce, and the typological framework discussed in the paper is a contribution to the marketing ethics literature.
About the journal
JournalData powered by TypesetJournal of Business Ethics
PublisherData powered by TypesetSpringer
ISSN0167-4544
Open AccessNo