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The Liberating Power of Commercial Marketing

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Dokumenter

Thomas Boysen Anker, Klemens Kappel, Peter Sandøe

The aim of this paper is to explore the impact of commercial marketing on personal autonomy. Several philosophers argue that marketing conflicts with ideals of autonomy or, at best, is neutral to these ideals. After qualifying our concept of marketing and introducing the distinctions between (i) divergent and convergent marketing and (ii) being autonomous and acting autonomously, we demonstrate the heretofore unnoticed positive impact of marketing on autonomy. Specifically, we argue that (i) convergent marketing has a significant potential to reinforce autonomous action and (ii) divergent marketing has a significant potential to reinforce the state of being autonomous
OriginalsprogEngelsk
TidsskriftJournal of Business Ethics
Vol/bind93
Tidsskriftsnummer4
Sider (fra-til)519-530
Antal sider12
ISSN0167-4544
DOI
StatusUdgivet - 2010

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