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Marketing and Machiavellianism
Shelby D. Hunt and Lawrence B. Chonko
Journal of Marketing
Vol. 48, No. 3 (Summer, 1984), pp. 30-42
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251327
Page Count: 13
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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.
Journal of Marketing © 1984 American Marketing Association