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

Authors

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

DOI:

https://doi.org/10.17010/pijom/2018/v11i4/122835

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, Paper Acceptance Date, March 28, 2018.

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.

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Published

2018-04-01

How to Cite

Kathuria, K., & Dhaulta, N. (2018). Means and Ends in Cross Border Marketing : Ethical Dimensions of Promotional Activities of The Online Casino. Prabandhan: Indian Journal of Management, 11(4), 47–53. https://doi.org/10.17010/pijom/2018/v11i4/122835

Issue

Volume 11, Issue 4, April 2018

Section

Ethics in Management
Crossref
Scopus
Google Scholar
Europe PMC

References

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Rana SS & Co. (2017). Legal gambling: Where skill wins over dice and chance. Retrieved from http://www.ssrana.in/Intellectual%20Property/Gambling-laws/Gambling-laws-in-India.aspx