A business colleague to whom you have shown Nagle and Holdens (2002) five ethical levels (see the

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A business colleague to whom you have shown Nagle and Holden’s (2002) ‘five ethical levels’ (see the final section of this chapter) simply cannot understand why any of them is relevant except for the first – ‘Pricing is ethical where the buyer voluntarily pays the agreed price.’ What arguments can you provide in favour of going beyond level 1? What is your own view on the five ethical levels?

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Business To Business Marketing

ISBN: 9781526494399,9781529726176

5th Edition

Authors: Ross Brennan , Louise Canning , Raymond McDowell

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