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The marketing moral default in China of the multinational companies and its defense
Author(s): 
Pages: 55-56
Year: Issue:  3
Journal: JOURNAL OF SHANDONG INSTITUTE OF TRADE UNIONS' AMMINISTRATION CADRES

Keyword:  跨国公司跨国营销营销道德价值观;
Abstract: 跨国公司在进入中国市场的过程中,一方面给中国带来了先进的技术和管理经验;另一方面也将跨国公司母国的伦理观念引入了中国,并由此产生了与中国传统伦理道德相冲突的营销道德问题.本文分析了跨国公司在华市场营销的道德问题,如营销方面的隐瞒和欺诈、胁迫和腐败行为及逃避纳税义务等,并提出了如何约束和规范跨国公司在华营销行为的设想.
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