Treading on that Fine Line? - Caselets in Marketing Ethics |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:This is a series of three caselets featuring some specific incidents in three companies that had led to some ethical concerns being raised against them. While in the case of Emami Ltd. (Emami) and Pfizer Inc. (Pfizer) ethical concerns were raised regarding the marketing of their products 'Fair and Handsome' and Lipitor respectively, Facebook was in the eye of the storm due to its new ad revenue model that provided other online advertisers with a new social media to market their products to Facebook users.
The second caselet is regarding the world's largest pharmaceutical company's marketing of the world's largest selling drug Lipitor.Critics contended that Pfizer resorted to off-label promotion (which was illegal and unethical) to drive up the sales of Lipitor to such gigantic levels. Issues:• Understand the ethical issues involved in marketing, advertising and promotion of products and services. Contents:
Keywords:Marketing ethics, Fairness creams, Advertisement, Marketing Communication, Pfizer, Lipitor, Off-label, promotion, Online industry, Strategy, Blockbuster, Promotion, FMCG, Emami, Beacons, Social networking, Fair and Handsome, Facebook, Privacy, Social Media Caselet 1: Emami's Marketing of Men's Fairness Creams - Next Page>> |
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