Marketing Ethics
Foundations of Business Ethics
1. Edition February 2008
268 Pages, Softcover
Wiley & Sons Ltd
Marketing Ethics addresses head-on the ethical questions,
misunderstandings and challenges that marketing raises while
defining marketing as a moral activity.
* 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.
"In his Marketing Ethics, George Brenkert addresses significant
moral issues and dilemmas in marketing using the moral concepts of
freedom, integrity, justice, privacy, and welfare. It is carefully
argued and comprehensive in scope. This is a genuine
contribution."
-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
