Prabandhan: Indian Journal of Management

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Means and Ends in Cross Border Marketing : Ethical Dimensions of Promotional Activities of The Online Casino


Affiliations
1 Associate Professor, Department of Business Management, Dr. YS Parmar University of Horticulture and Forestry, Nauni, Solan - 173 230, Himachal Pradesh, India
2 Teaching and Research Assistant, Shimla, Himachal Pradesh, India
     

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The case discussed the marketing activities of The Online Casino, which is using publicity to promote its brand while bypassing the restrictions that have been placed on advertising of gambling in many countries. The publicity events and acts are debatable from an ethical point of view in addition to the services offered being ethically debatable itself. That the gambling opportunity is being offered online raises issues of ethics and breaches legal provisions in countries where gambling is illegal. To the extent that laws reflect the culture of country/region, the case examined ethical issues arising from cross cultural marketing.

Keywords

Gaining Attention, Brand Building, Surrogate Advertising, Ethics in Marketing, CSR & Marketing, Barriers to Marketing

A23, D18, D19, D22

Paper Submission Date : February 22, 2018 ; Paper sent back for Revision : March 25, 2018 ; Paper Acceptance Date : March 28, 2018.

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  • Means and Ends in Cross Border Marketing : Ethical Dimensions of Promotional Activities of The Online Casino

Abstract Views: 226  |  PDF Views: 0

Authors

Kapil Kathuria
Associate Professor, Department of Business Management, Dr. YS Parmar University of Horticulture and Forestry, Nauni, Solan - 173 230, Himachal Pradesh, India
Nipun Dhaulta
Teaching and Research Assistant, Shimla, Himachal Pradesh, India

Abstract


The case discussed the marketing activities of The Online Casino, which is using publicity to promote its brand while bypassing the restrictions that have been placed on advertising of gambling in many countries. The publicity events and acts are debatable from an ethical point of view in addition to the services offered being ethically debatable itself. That the gambling opportunity is being offered online raises issues of ethics and breaches legal provisions in countries where gambling is illegal. To the extent that laws reflect the culture of country/region, the case examined ethical issues arising from cross cultural marketing.

Keywords


Gaining Attention, Brand Building, Surrogate Advertising, Ethics in Marketing, CSR & Marketing, Barriers to Marketing

A23, D18, D19, D22

Paper Submission Date : February 22, 2018 ; Paper sent back for Revision : March 25, 2018 ; Paper Acceptance Date : March 28, 2018.




DOI: https://doi.org/10.17010/pijom%2F2018%2Fv11i4%2F122835