Normative Perspectives for Ethical and Socially Responsible Marketing

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Journal of Macromarketing


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.


Journal of Macromarketing, Volume 26, No. 2, pp 154-177 (December, 2006). DOI: 10.1177/0276146706290924