Marketing executives form a distinct group for a study of alienation from the marketing system because of their conflicting roles. They are consumers of goods and services from the system. They contribute to its design and functioning. Based on a sample of 128 marketing executives in Singapore, this study found a strong relationship between alienation from the marketing system and approval of greater government intervention in it. It was also found that alienated executives felt that ethical standards of marketing had declined.
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Subhash C. Mehta is a Professor at the Indian Institute of Management, Ahmedabad, India. Currently, he is a visiting Senior Teaching Fellow at the School of Management, National University of Singapore. Kau Ah Keng is a Senior Lecturer at the School of Management. National University of Singapore.
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Mehta, S.C., Keng, K.A. Alienation of marketing executives. Asia Pacific J Manage 1, 133–145 (1984). https://doi.org/10.1007/BF01733686
- Government Intervention
- Strong Relationship
- Distinct Group
- Ethical Standard