| Title |
Marketingo etika Lietuvos žiniasklaidoje: žiniasklaidos turinio vadovų ir marketingo / pardavimo vadovų etinių nuostatų palyginimas / |
| Translation of Title |
Ethical rules of marketing in Lithuanian media companies: comparison of the ethic principles of media content managers and marketing/sell managers. |
| Authors |
Abromaitytė Sereikienė, Laima |
| DOI |
10.15388/Im.2010.0.3193 |
| Full Text |
|
| Is Part of |
Informacijos mokslai / Vilniaus universitetas.. Vilnius : Vilniaus universiteto leidykla. 2010, t. 52, p. 84-95.. ISSN 1392-0561 |
| Abstract [eng] |
Media companies, like all other companies, operate in the competitive environment and seek their own purposes. Considering the fact that these companies produce a specific product, they accomplish, or should accomplish, a specific mission – to serve the interests of society. However, the products produced by the media not always match the interests of society. To assess the state of marketing ethic of the Llithuanian media means, of the actions that have the biggest influence on ethical decisions, quantitative media companies’ a research was performed in November–December 2006 by e-mail. Taking into consideration the operation of media companies in a double product market, two groups of persons were investigated: (1) persons responsible for media content, (2) persons responsible for media marketing/sales. The research embraced all media companies operating in Llithuania. The respondents have agreed that unethical behaviour in the Lithuanian media sector does exist. Managers have a stronger opinion on this matter. Most of the respondents have said they always or in general behave ethically in their working life. No statistically significant difference has been established in how journalists and marketing professionals understand ethical rules. |
| Published |
Vilnius : Vilniaus universiteto leidykla |
| Type |
Journal article |
| Language |
Lithuanian |
| Publication date |
2010 |
| CC license |
|
