Ethics in Marketing: International Cases and Perspectives


Ethics in Marketing: International Cases and Perspectives



Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain. Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Caterpillar, Coca Cola, Cadbury and Facebook are featured. The two introductory chapters cover initial and advanced perspectives on ethical and socially responsible marketing, in order to provide students with the necessary theoretical foundation to engage in ethical reasoning. A decision-making model is also presented, for use in the case analyses. This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement to the readings for other marketing classes.



Publication Date



Taylor & Francis (Routledge)


New York


Business Ethics, International Marketing, Marketing Management


Business Law, Public Responsibility, and Ethics | Marketing


Table of Contents

List of figures, tables and boxes

List of case contributors



pt. 1 Background

1. Foundational perspectives for ethical and socially responsible marketing decisions

2. Advanced perspectives for ethical and socially responsible marketing decisions

3. Decision model, sample case (L’Oréal), and analysis

pt. 2 Short cases

4. Going along to get along— Raymond F. Keyes

5. Hunky Dory—Andrea Prothero

6. Tracking down counterfeits on eBay: whose responsibility is it? —Barbara Stottinger

7. Casas Bahia— Urvashi Mathur

8. Toys from China and the new Yum Burger Kids' meal—Gene R. Laczniak

9. Koodo in the Canadian cell phone market—Nyla Obaid

10. Peta—Karin Besenbaeck

11. Drug testing in India—Jacob Bagha

12. Tough decisions: something to snack on—Patrick E. Murphy

13. Honest Tea and Coke: an unlikely couple—Mark Vander Heiden

pt. 3 Longer cases

14. Another day in paradise?—Rachel Fisher

15. Montenegro Electronics, Ltd.— Gene R. Laczniak

16. Arctic Desert—Rachel Mellard

17. Superior Services: should short skirts sell software?— Lori Lepp Corbett

18. Facebook—Ryan Mack

19. Auchan (France)— Geert Demuijnck

20. A young pharmacist's dilemma—Veronika Vosykova

21. TOMS: One for One movement— Jennifer Sawayda

22. Cadbury's chocolate bars: not such a sweet smell of success?—Andrea Prothero

23. Caterpillar, Inc.—Matt Yepez