Marketing ethics

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

Author Notes

George G. Brenkert is Professor of Business Ethics at the McDonough School of Business, Georgetown University

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Authors of monographs (as opposed to casebooks) on marketing ethics often assume readers with marketing savvy who can be taught to act ethically if exposed to carefully marshaled arguments about the universe of ethical dilemmas in marketing. Although of historical interest to students and scholars, this superficial, sanitized treatment obscures philosophical inquiry, with its efforts to develop valid arguments from a set of plausible premises. By avoiding this traditional approach, Brenkert (Georgetown Univ.) shows readers how to think about ethical dilemmas in marketing. He starts from the assumption that marketing is a moral activity and defines basic concepts such as informed choice, responsibility, desire satisfaction, and voluntary exchange. Brenkert then applies philosophical reasoning to select ethical issues grounded in six values: autonomy, freedom, justice, trust, truth, and well-being. Even readers who may disagree with Brenkert's conclusions about markets, marketing research, product development, pricing, advertising, and globalization will learn to apply worthwhile analytical methods for balancing ethical and other business considerations (e.g., profits). Summing Up: Highly recommended. General readers, all undergraduate and graduate students, researchers/faculty, professionals/practitioners. M.R. Hyman New Mexico State University

Preface	p. vii
1 Marketing, Ethics, and Morality	p. 1
I The Ethical Challenges Marketing Faces	p. 1
II Thinking about Ethics and Morality	p. 5
III Defining Marketing	p. 9
IV Marketing as a Practical Activity	p. 13
V Towards a Marketing Ethics Framework	p. 27
VI Conclusion	p. 39
2 Marketers and their Markets	p. 43
I Introduction	p. 43
II Marketing and the Marketing Concept	p. 45
III Marketing Research	p. 60
IV Competitive Intelligence	p. 73
V Segmentation and Target Marketing	p. 81
VI Conclusion	p. 87
3 From Product Development to Distribution	p. 90
I Introduction	p. 90
II Product Development	p. 91
III Packaging and Labeling	p. 101
IV Pricing	p. 111
V Distribution	p. 122
VI Conclusion	p. 135
4 Promotion: Advertising, Retailing, and Customers	p. 137
I Introduction	p. 137
II Advertising	p. 139
III Retailing	p. 160
IV Customer Responsibilities	p. 175
V Conclusion	p. 182
5 Marketing in a Global Society	p. 184
I Introduction	p. 184
II Marketing and Other Societies	p. 185
III The Expansion of Marketing within Society: Social and Political Marketing	p. 210
IV Fostering Ethical Marketing	p. 220
V Conclusion	p. 229
Appendices	p. 233
I AMA Statement of Ethics (adopted in 2004)	p. 233
II The Hunt-Vitell General Theory of Marketing Ethics	p. 237
III SCIP Code of Ethics for Competitive Intelligence Professionals	p. 240
Bibliography	p. 241
Index	p. 250

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Author Notes

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Table of Contents