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Deceptive Practices Used in Contemporary Marketing Communication and their Evaluation from Customer Perspective in Slovak Republic

Author

Listed:
  • Katarina Gubiniova

    (Department of Marketing, Faculty of Management, Comeniuus University in Bratislava, Slovakia,)

  • Gabriela Pajtinková Bartáková

    (Department of Marketing, Faculty of Management, Comenius University in Bratislava, Odbojárov 10, P. O. BOX 95, 820 05 Bratislava 25, Slovakia.)

Abstract

Satisfying customer needs in order for an organisation to achieve a defined profitability on the one hand and to have satisfied customers on the other has been characteristic of traditional customer-oriented approaches to marketing management. Hypercompetitive market, which is currently functioning at the level of both national and multinational economies, is characterised by the fact that in an effort of marketing managers to operate in markets, more and more deceptive, unethical and misleading practices are appearing. Misleading, deceptive and unethical approaches of marketing management have become a subject of social criticism, while this issue is gradually becoming more and more notable also in academic sphere. Therefore, perception and evaluation of the marketing activities in marketing communication by ultimate customers under the conditions of the Slovak Republic (on the grounds of a research with the participation of a representative sample size of 1,820 respondents) are dealt with in this paper.

Suggested Citation

  • Katarina Gubiniova & Gabriela Pajtinková Bartáková, 2017. "Deceptive Practices Used in Contemporary Marketing Communication and their Evaluation from Customer Perspective in Slovak Republic," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 300-307.
    • Handle: RePEc:eco:journ3:2017-02-44
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    References listed on IDEAS

    as
    1. Uri Gneezy, 2005. "Deception: The Role of Consequences," American Economic Review, American Economic Association, vol. 95(1), pages 384-394, March.
    2. Vincent P. Crawford, 2003. "Lying for Strategic Advantage: Rational and Boundedly Rational Misrepresentation of Intentions," American Economic Review, American Economic Association, vol. 93(1), pages 133-149, March.
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    More about this item

    Keywords

    Marketing Communication; Deceptive Practices; Perception of Deceptive Practices by Ultimate Customers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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