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Distorted Facets Of Marketing Ethics For Alcoholic Beer Marketing


  • NEWAJ Avinash

    (University of Mauritius)


    (University of Mauritius)


Marketing is the art of delivering value whilst ethical marketing is to provide this value through what is morally right. This new era customers are well informed, more knowledgeable, less vulnerable to unethical practices and cannot be easily manipulated by marketers. Many companies are thus, moving towards ethical marketing so as to develop trust among existing and new customers. Strict regulations by the Mauritian government have further forced marketers to act ethically; whereby the advertising of alcoholic beers has been banned. Yet, indirect strategies have been adopted by marketers so as to pave their way in this competitive industry. What are they? Are customers aware about them and are they influenced? Road accidents, social violence and health problems are associated to such malpractice. This study has shed light on the above and measures have been proposed for the benefit of customers, marketers and the government. This study was connected to the ethical theories.

Suggested Citation

  • NEWAJ Avinash & DAMAR-LADKOO Adjnu, 2016. "Distorted Facets Of Marketing Ethics For Alcoholic Beer Marketing," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 11(2), pages 79-96, August.
  • Handle: RePEc:blg:journl:v:11:y:2016:i:2:p:79-96

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    References listed on IDEAS

    1. Andrew Atkeson & Patrick J. Kehoe, 2004. "Deflation and Depression: Is There an Empirical Link?," American Economic Review, American Economic Association, vol. 94(2), pages 99-103, May.
    2. Lastovicka, John L, et al, 1987. " A Lifestyle Typology to Model Young Male Drinking and Driving," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 257-263, September.
    3. Jon P. Nelson, 1999. "Broadcast Advertising and U.S. Demand for Alcoholic Beverages," Southern Economic Journal, Southern Economic Association, vol. 65(4), pages 774-790, April.
    4. SAWMY Tiruvenee & DAMAR-LADKOO Adjnu, 2015. "Wholesale And Retail E-Commerce In Mauritius: Views Of Customers And Employees," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 10(2), pages 170-186, August.
    5. Jeri Jones & Karen Middleton, 2007. "Ethical Decision-Making by Consumers: The Roles of Product Harm and Consumer Vulnerability," Journal of Business Ethics, Springer, vol. 70(3), pages 247-264, February.
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