Document Type

Article

Publication Date

12-2006

Source Publication

Journal of Macromarketing

Source ISSN

1552-6534

Abstract

This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. More important, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.

Comments

Accepted version. Journal of Macromarketing, Vol. 26, No. 2 (December, 2006): 154-177. DOI. © SAGE Publications 2006. Used with permission.