Source: (2011) Available at SSRN: http://ssrn.com/abstract=1951514
The apology is an important marketing and management tool. Knowing how to apologize correctly is a
skill that must be mastered and should be studied. The purpose of this paper is to provide needed course
material for instructors preparing a course module on this relatively new and very topical subject. This
paper is targeted to educators and anyone who wants to understand the fundamentals of apologies.
Possible relevant disciplines include: marketing, management, medicine, hospital administration, nursing,
business law, and philosophy of law, among others. The paper includes examples of apologies, some
good and some not, drawn from real life as well as from television and film. A reading list is provided as
well. (author’s abstract)
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