Olgierd Swiatkiewicz,

Polytechnic Institute of Setúbal,

Setúbal, Portugal,

E-mail: olgierd.swiatkiewicz@estsetubal.ips.pt

Market Communication: Ethical and Praxeological Dimensions

Abstract. Communication is one of the main organizational processes and at the same time one of the four basic marketing variables. Apart from some specific aspects of interpersonal communication, in this paper, we focus on the key issues of communication with the market and its stakeholders, because it determines the sales of products and services in a competitive environment, and consequently affects the income and profit of the company. The main aspect of communication with the market is its effectiveness (including the issues of ineffectiveness and/or counter-effective action) and the relationship of expenditures and revenues (efficiency, etc.), i.e. the praxeological dimension. From the beginning of marketing, the ethical aspect of communication has also arisen some doubts which are still on the table. In recent times, the area was dominated by the issue of corporate social responsibility (CSR). In this article, we address numerous issues of communication with the market, but it is far from being exhaustive. The basic method adopted here is a review of the literature in this field.

Received: January, 2018

1st Revision: March, 2018

Accepted: April, 2018

DOI: 10.14254/2071-789X.2018/11-2/13

JEL Classification: B59, D21, D64, D83, D9, L1, M3, M14

Keywords: communication; praxeology; ethics; marketing; advertising; public relations; social marketing; philanthropy; product placement; corporate social responsibility