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西方发达国家对于营销道德建设的研究已初步形成了营销道德理论体系,我国在这方面的研究起步晚,而且主要探讨关于企业营销道德的建设,对营销人员在外部营销中的职业道德建设研究较少。本文从外部营销中营销人员职业道德的主要内容入手,通过各方面系统分析,提出加强营销人员在外部营销中职业道德建设的途径。
Western developed countries for the study of marketing morality has initially formed a theoretical system of marketing morality, China’s research in this area started late, but mainly on the construction of corporate marketing ethics, marketers in the external marketing of professional ethics in the construction of more research less. This article starts from the main content of the marketing staff’s professional ethics in external marketing, and puts forward the ways of strengthening the marketing staff’s professional ethics construction through the systematic analysis of all aspects.