Marketing and Machiavellianism
Open Access
- 1 June 1984
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 48 (3), 30-42
- https://doi.org/10.1177/002224298404800304
Abstract
Critics often attack marketing as being manipulative and unethical, or “Machiavellian” in nature. Are these critics correct? Is marketing Machiavellian? This article presents the results of a research project designed to explore this question, using a sample of over 1,000 marketers.Keywords
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