Ethical Guidelines for Business and Social Marketing

Authors

Patrick E. Murphy, Marquette UniversityFollow
Gene R. Laczniak, Marquette UniversityFollow
Robert F. Lusch, University of Oklahoma Norman CampusFollow

Document Type

Article

Language

eng

Publication Date

6-1978

Publisher

Springer

Source Publication

Journal of the Academy of Marketing Science

Source ISSN

0092-0703

Abstract

The ethical sensitivity of all professionals has come under closer scrutiny recently. Within the business area, the ethics of marketing executives in particular has been viewed with skepticism. The growing use of “social marketing” also compounds the potential for ethical abuse. The ethical dimensions of both business and social marketing are examined in this paper. Four ethical guidelines-increased professionalism, ethical consultants, seminars and ethical cost-benefit analyses-are suggested as a means of improving the ethical standards of marketing decision-making.

Comments

Journal of the Academy of Marketing Science, Vol. 6, No. 3 (June 1978): 195-205. DOI.

Recommended Citation

Murphy, Patrick E.; Laczniak, Gene R.; and Lusch, Robert F., "Ethical Guidelines for Business and Social Marketing" (1978). Marketing Faculty Research and Publications. 228.
https://epublications.marquette.edu/market_fac/228