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Journal of Macromarketing


This article updates earlier work by the authors and proposes the social teachings of the Roman Catholic Church to be an encompassing and coherent normative theory, a source of principles that address contemporary issues in marketing, especially when a manager faces ethically charged questions. The authors propose that this application of a tradition in moral theology offers a novel approach for helping resolve contemporary ethical problems in marketing. Their approach to this task pursues two paths. First, the main tenets of Catholic social teaching are presented, along with some discussion of sources. Then, some of the ethical issues associated with contemporary marketing are introduced. These two paths are joined together by connecting Catholic social teaching principles to these questions. Finally, they argue for the value of this approach outside the framework of any denominational or sectarian context.


Post-print. Journal of Macromarketing, Volume 29, No. 3 (September 2009), DOI: 10.1177/0276146709334530. Used with permission.

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