Communication and Marketing in the Fight Against Racism in the Sports Context

Racism is a global hierarchy of superiority and inferiority that has been politically, culturally, and economically produced and reproduced for centuries by the institutions, in different countries, depending on their colonial history. In that sense, racism cannot be seen as a concept that is equal in every region of the world. Racism in sport is a research topic that has been particularly valued in recent years (and decades). There are several episodes of racism that occur in sport (among fans and athletes). In this sense, sports institutions (European and global) regularly invest in social marketing campaigns to raise awareness of this social phenomenon. Therefore, social media has allowed football fans to engage in discussions concerning football and other subjects. This chapter presents a brief theoretical reflection with three (European) examples of marketing campaigns against racism in sport (UEFA, Premier League, and F.C. Porto). This chapter presents inputs for marketing, ethics, and management in sport. At the end, lines of future research will be presented.

The role of sustainable marketing in building customer relationships – A field study for a number of engineering and design companies –: دور التسويق المستدام في بناء علاقات الزبون – دراسة ميدانية لعدد من شركات الهندسة والتصميم –

The study aims to examining the relationship between the dimensions of sustainable marketing represented by ethics and social marketing responsibility and its role in building customer relations through value and customer satisfaction from the point of view of marketers, and launched the importance of research on determining the importance of both marketing ethics and social responsibility in building customer relationships. The research sample included (40) marketing people in a number of engineering and design companies and the questionnaire was adopted to poll the sample opinions. The extracted data was analyzed using a set of computerized statistical analysis tools with a statistical system to test the hypotheses, and the practical side included the most important statistical means the arithmetic mean, standard deviation, correlation, and simple and multiple regression where the research was based On two hypotheses, the first main hypothesis is that there is a statistically significant correlation between sustainable marketing and building customer relationships, and the second main hypothesis is that there is a significant significant impact relationship between sustainable marketing and building customer relationships, The most important conclusions were the high level of awareness of the individuals under consideration of the importance of the sustainable marketing dimensions represented in marketing ethics and social responsibility, as well as focusing on building customer relationships by raising the value of the customer and trying to gain his satisfaction, and based on the results reached, the research set a set of proposals, the most important of which was to raise the level of responsibility Social services in companies with the aim of raising the value of the customer and gaining his satisfaction.

Creating Ethical Markets or Marketing Ethics? A Critical Exploration of Ethical Value Networks in Chilean and Peruvian Viticulture and Oenology

<p>The global integration of agriculture has increasingly exposed rural groups in Latin America, and other regions of the Global South, to external economic forces. This integration, encouraged by neoliberal ideology, has in many ways exacerbated underdevelopment and peripherality of these regions. Small-scale farmers tend to disproportionately suffer from trade inequality and a range of negative social, economic, and environmental outcomes associated with the integration of agriculture. In response, consumers in the Global North have become more concerned about how food is being produced and to what standards, particularly when production takes place in the South. In part, this has driven the rise of what this research theorises as ethical value networks and linked product labels. Diverse networks and product labels based in social justice, sustainability, quality and origin have been promoted as alternative models to globalised agriculture. It is claimed that these alternative networks assist rural groups otherwise disadvantaged by neoliberal globalisation by facilitating access to higher-value ethical niche markets, while encouraging localised ethical forms of development. This research critically explores two examples of ethical value networks in South American viticulture. It examines the use of fair trade certifications in Chilean wine and the protected designation of origin mark on pisco from Peru. This research emphasises the importance of local social, economic, and political contexts in the formation and outcomes of ethical value networks. It argues that despite the potential of the two studied networks to encourage local social and community development, entrenched socio-economic inequalities in Chile and Peru have hindered the expected positive outcomes of these ethical value networks. Moreover, this thesis argues that the studied networks have in many ways worsened local rural inequalities by supporting industrial and newer producers while excluding the most vulnerable actors in the wine and pisco sectors. Therefore, although this thesis illustrates the potential capacities of ethical value networks in fostering local development outcomes through product labelling, it also reveals the main limitations of these networks as currently implemented.</p>

Creating Ethical Markets or Marketing Ethics? A Critical Exploration of Ethical Value Networks in Chilean and Peruvian Viticulture and Oenology

<p>The global integration of agriculture has increasingly exposed rural groups in Latin America, and other regions of the Global South, to external economic forces. This integration, encouraged by neoliberal ideology, has in many ways exacerbated underdevelopment and peripherality of these regions. Small-scale farmers tend to disproportionately suffer from trade inequality and a range of negative social, economic, and environmental outcomes associated with the integration of agriculture. In response, consumers in the Global North have become more concerned about how food is being produced and to what standards, particularly when production takes place in the South. In part, this has driven the rise of what this research theorises as ethical value networks and linked product labels. Diverse networks and product labels based in social justice, sustainability, quality and origin have been promoted as alternative models to globalised agriculture. It is claimed that these alternative networks assist rural groups otherwise disadvantaged by neoliberal globalisation by facilitating access to higher-value ethical niche markets, while encouraging localised ethical forms of development. This research critically explores two examples of ethical value networks in South American viticulture. It examines the use of fair trade certifications in Chilean wine and the protected designation of origin mark on pisco from Peru. This research emphasises the importance of local social, economic, and political contexts in the formation and outcomes of ethical value networks. It argues that despite the potential of the two studied networks to encourage local social and community development, entrenched socio-economic inequalities in Chile and Peru have hindered the expected positive outcomes of these ethical value networks. Moreover, this thesis argues that the studied networks have in many ways worsened local rural inequalities by supporting industrial and newer producers while excluding the most vulnerable actors in the wine and pisco sectors. Therefore, although this thesis illustrates the potential capacities of ethical value networks in fostering local development outcomes through product labelling, it also reveals the main limitations of these networks as currently implemented.</p>

تقويم فاعلية برنامج التدريب الميداني في كلية فلسطين التقنية من وجهة نظر طلبتها

ملخص: هدفت الدراسة إلى معرفة دور أخلاقيات التسويق بأبعادها (الصدق والأمانة، المسؤولية، العدالة، المواطنة) في تعزيز الصورة الذهنية لمستخدمي شركة جوال بقطاع غزة، وقد استخدم الباحثان المنهج الوصفي التحليلي، وتكون مجتمع الدراسة من جميع مستخدمي شركة جوال، وكانت الاستبانة أداة جمع البيانات، وتم تطبيق أسلوب العينة العشوائية الطبقية، وبلغت عينة الدراسة 384 مبحوثاً وكانت نسبة الاسترداد 66.4% وحللت البيانات باستخدام برنامج SPSS الاحصائي، وكان من أهم النتائج أنه توجد علاقة ارتباطية قوية إيجابية بين أخلاقيات التسويق (الصدق والأمانة، المسؤولية، العدالة، المواطنة) وتعزيز الصورة الذهنية لمستخدمي شركة جوال، واتضح أن هناك درجة موافقة متوسطة بنسبة 59.90%، على أخلاقيات التسويق لدى شركة جوال، وأيضاً درجة موافقة متوسطة للصورة الذهنية لدى مستخدمي شركة جوال بنسبة 61.30%. الكلمات المفتاحية: أخلاقيات التسويق، الصورة الذهنية. Abstract The study aimed to know the role of marketing ethics with its dimensions (verity, honesty, responsibility, justice, citizenship), In enhancing the mental image of Jawwal users in the Gaza Strip, The researchers used the descriptive analytical method, The study population consists of all Jawwal users, questionnaire was the main tool for data collection, Stratified random sample method was applied , and the study sample was 384 ‎ respondents, The recovery rate was 66.4%, the data was analyzed using SPSS statistical program, one of the most important results was that there is a strong positive correlation between marketing ethics, (verity, honesty, responsibility, justice, citizenship), and enhance the mental image of Jawwal users, and an average approval level of 59.90% was found on Jawwal’s marketing ethics. Also, the average approval of the mental image of Jawwal users by 61.30%. Keywords: marketing ethics, mental image.

Ethical marketing strategies: the unique Nash equilibrium

Purpose Can industrial marketers afford to choose unethical strategies? To answer this question, this study aims to use game theory to analyze whether an industrial marketer choosing and implementing an unethical strategy is successful in maximizing her market share across her strategies. Design/methodology/approach The competition between two industrial marketers is modeled as a strategic game for the market share of a product that is identical in all attributes except the production process. Each industrial marketer’s objective is to choose to implement either the ethical or the unethical production process to maximize her market share. Findings The study finds that both industrial marketers choosing to implement ethical strategies is the unique Nash equilibrium of the game. That is, an industrial marketer choosing to implement an unethical strategy in the production process will be unsuccessful in maximizing her market share when both the industrial marketers are rational. Research limitations/implications The study contributes to the literature on industrial marketing ethics, particularly that on product ethics, by showing that industrial marketers gain market share if they choose ethical strategies. Practical implications The study has implications for industrial marketing executives, as organizational consumers are increasingly aware of the strategies of industrial marketers. Failure to implement ethical strategies will cause industrial marketers to forgo their best possible market shares. Originality/value This study’s novelty lies in using a game theoretic approach to demonstrate the positive implications of ethical strategies for industrial marketers.

NEUROMARKETING IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT PHILOSOPHY

This document aims to conduct a literature review in order to identify evolution and research trends in the area of neuromarketing end marketing ethics. The fact of deep systemic crisis of the modern civilization has been discussed by politicians, scientists and philosophers for at least last fifty years. Since then, more than forty of them have been published, that was base for the scientific thought development towards the formation of the concept of sustainable development of mankind. Self-healing changes are extremely slow, despite the enormous efforts of scientists, politicians and public figures. This is partly caused by the fact that in modern politics and economics the neuroscience achievements are used widely but these achievements are applied for narrowly selfish purposes that contradict the main goals and objectives of the concept of sustainable development. Therefore, it is relevant to turn to the analysis of a relatively new direction in modern economic science – neuromarketing, which is gaining the more influence in the society and is actively developing in use. As the world history experience shows, the most important prerequisite for the new civilization formation is a radical transformation of the spiritual (value-semantic) sphere of life. In turn, such transformation is unthinkable without the philosophical project of reconstruction and neoholism, the fundamental value of which is the eidos of harmony, can become such a project. In the modern world dominates the ideology of consumption, the products of which are the presence of fashion, wastefulness, profit orientation in decision making, etc. Consumption is the act of receiving goods or services. Overconsumption (or irrational consumption) that dominates in the world and is imposed by the entire marketing system is the phenomenon of receiving goods and services more than need – to a greater extent than a person needs. This is a dead end, because of which the entire system is going through a deep crisis. Some scientists believe that the way out of the crisis is possible through the interaction of science and economics, or rather neurosciences and economics, which leads to overconsumption of goods and services, which means the growth of incomes of large and medium-sized capital. Others see the way out in the new thinking development, a new philosophical paradigm, which must be introduced into the mass consciousness by means of education, thereby raising the level of consciousness and expanding the potential of a person. The most famous firms that have used neuromarketing techniques to achieve their goals are Coca-Cola, General Motors, Google Mars, Nestle and many other corporations. It is important to mention that the neuromarketing cost is increasing every year, for example, in 2015 the United States spent $25 billion on neuromarketing research. At the present stage, there are three main research methods in neuromarketing: electrical activity of the brain (EEG), oculography (eye movement, eye tracking) and analysis of facial expressions and non-verbal gestures. For example, in the evaluation process of the TV commercials effectiveness, specialists monitor the eyes and determine the speed of pupil movement. Analyzing the above, it can be argued that neuromarketing in the modern world is one of the leading and promising technologies for the society influencing. It is possible that its potential has not yet been fully formed and studied, but these studies are the highly paid item of expenditure in the large corporations.