Morality in Marketing

Kiran Kapur | 10 September 2020

Series 7 Episode 9

Historian, entrepreneur and founder of the Cambridge Marketing College, Charles Nixon discusses the moral dimension of marketing. The consumers' perception is that marketing is about communication, but Charles argues that marketing is actually all about being aware of the market.

We discuss the difference between the customers wants and needs. Should addictive 'sin' goods (such as cigarettes and gambling) be allowed to be marketed?

He also has advice for marketers in adapting to the current crazy world we inhabit: if your customers are nervous, look to alleviate that; if your customers want to shop online, look to adapt to that.

We also discuss strategy. Why are so many books of strategy related to war? How can marketers learn strategy?

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