Marketing Ethics

Marketing is a moral activity embodying central ethical values and principles . With that as its foundation, Marketing Ethics addresses in a clear and pragmatic manner the ethical questions, misunderstandings, and challenges that marketing raises. It confronts standard marketing views and offers in their place an integrated marketing concept that provides a basis for viewing the moral dimensions of marketing activities. What ethical complexities do marketers encounter in developing products, segmenting markets, advertising, and retailing? How can they translate practical and moral reflection in marketing into moral action? What must marketers do when they seek to act morally in a global market place? And since marketing involves a relationship with customers, what are the moral responsibilities of customers in their transactions with marketers? The book investigates the basic ethical values and principles central to marketing –– freedom, integrity, justice, privacy, and welfare –– while examining their background assumptions and broader implications for marketing. Typically overlooked in other literature on the topic these basic norms are essential to marketing. Punctuated with several in–depth discussions of specific ethical issues marketers face, the book introduces essential concepts, principles, and theories to promote a greater overall understanding of the fundamental ways in which marketing and morality are intertwined.

Preface. 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.

George G. Brenkert is Professor of Business Ethics at the McDonough School of Business, Georgetown University. Former Editor–in–Chief of Business Ethics Quarterly , he has published numerous articles on ethics, business ethics, and social and political philosophy. Among the books he has published are Political Freedom (1991) and Corporate Integrity and Accountability (2004) .

“Even readers who may disagree with Brenkert′s conclusions … will learn to apply worthwhile analytical methods for balancing ethical and other business considerations. Highly recommended.” ( Choice Reviews , October 2008)