Emerging Fraud

pp 163-175


Fraud in Marketing and Consumption Practices

  • Ülkü YükselAffiliated withDiscipline of Marketing, Faculty of Economics & Business Building, The University of Sydney Business School Email author 

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This chapter is organized as follows: First, the author discusses the role of marketing in society by detailing some arguments about marketing’s conviction of misconducts and the benefits the field offers consumers. Second, the author provides a definition of fraud, corporate frauds (in terms of cases like Enron 2001 and WorldCom 2002), and political frauds (such as the Nixon’s Watergate Scandal of 1974). Third, the author delves into the issue of fraud in marketing, including multilevel marketing approach and its relevance to fraud and mass marketing fraud. Fourth, the chapter explains consumers’ vulnerability to fraud and fraudulent practices and consumers’ resistance and boycott in protest of the incidence of fraud in marketing. Finally, the chapter defines and acknowledges various consumer perpetrated frauds.