The purpose of this research was to explain the principles of ethical marketing in private universities, supported theoretically by the authors: Fernández and Seijo (2010), Kotler and Armstrong (2007), among others. The methodology used is framed in the qualitative paradigm, phenomenological approac...
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| Format: | Article |
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https://revistas.sena.edu.co/index.php/LOG/article/view/2014 |
| Summary: | The purpose of this research was to explain the principles of ethical marketing in private universities, supported theoretically by the authors: Fernández and Seijo (2010), Kotler and Armstrong (2007), among others. The methodology used is framed in the qualitative paradigm, phenomenological approach, having as a population the Private Universities of the Zulia State, applying the technique of the interview to the six (6) key informants, responsible for the marketing area. After integrating the data and going through the triangulation process, the results showed the lack of codes of ethics in these universities; working under norms of conducts and traditional patterns when offering its products and services; Likewise, responsibility, truthfulness and transparency are identified as the values present in their ethical marketing practices. |
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