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Textbook
Marketing EthicsMarch 2008, ©2008, Wiley-Blackwell
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- A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality
- Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing
- Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature
- Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency
1. Marketing, Ethics, and Morality.
The Ethical Challenges Marketing Faces.
Thinking about Ethics and Morality.
Defining Marketing.
Marketing as a Practical Activity.
Towards a Marketing Ethics Framework.
Conclusion.
2. Marketers and their Markets.
Introduction.
Marketing and the Marketing Concept.
Marketing Research.
Competitive Intelligence.
Segmentation and Target Marketing.
Conclusion.
3. From Product Development to Distribution.
Introduction.
Product Development.
Packaging and Labeling.
Pricing.
Distribution.
Conclusion.
4. Promotion: Advertising, Retailing, and Customers.
Introduction.
Advertising.
Retailing.
Customer Responsibilities.
Conclusion.
5. Marketing in a Global Society.
Introduction.
Marketing and Other Societies.
The Expansion of Marketing Within Society: Social and Political Marketing.
Fostering Ethical Marketing.
Conclusion.
Appendices.
I. AMA Statement of Ethics (adopted in 2004).
II. The Hunt--Vitell General Theory of Marketing Ethics.
III. SCIP Code of Ethics for Competitive Intelligence Professionals.
Bibliography.
Index.
- Addresses the ethical questions underlying major domains of marketing such as marketing research, distribution, advertising, and retailing
- A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality
- Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing
- Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature
- Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency
–Norman Bowie, University of Minnesota
“This book is the new one-stop shop for those interested in any aspect of marketing ethics. It is written in the best tradition of applied ethics: practically written and theoretically well-founded.”
–Ronald Jeurissen, Nyenrode Business Universiteit, the Netherlands
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