文章基本信息

标题：Consumers protection and creating consumers value
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作者：Suzana Salai ; Ružica Kovač Žnideršić ; Leonard Salai 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2014
卷号：8
期号：13
页码：474-479
DOI：10.5897/AJBM2010.238
语种：English
出版社：Academic Journals
摘要：Customer protection is a complex concept, which encompasses the care and protection of the so-called 'reasonably circumspect consumer'. Through legal, economic, health, safety and numerous other aspects, the modern state uses norms to regulate and control consumer protection. The aim of protecting reasonably circumspect consumers is to protect their health, safety and economic interests in the environment of freely circulating products and services on the efficiently functioning market. Marketing is focussed on consumers and meeting their needs, wishes and preferences. The modern marketing delivers values to consumers. This is achieved through selecting, creating, delivering and communicating values. Whether it is about offline or online marketing, a consumer is an individual (rather than a mass of consumers as in mass marketing) whose privacy must be respected. It is then that marketing serves the purpose of consumer protection.
关键词：Consumer protection; consumer self-protection; consumer rights; consumer value; consumer privacy; marketing