The marketing spirit from the perspective of moral values

Dumea, Andrei Cosmin and Mariciuc, Dragos Florentin (2010): The marketing spirit from the perspective of moral values. Published in: , Vol. Instit, (June 2010): pp. 220-226.

Abstract

Economic theory and practice, in general, and marketing, in particular, involve a cultivation of an entrepreneurial and mercantile atittude, the willing to win and to speculate any business opportunity. Not infrequently, was questioned the ethical nature of any commercial approach, the morality of the profit or the lack of sincerity of the advertisements. This paper aims to illustrate areas of marketing practice that provoke substantial ethical comment and discussion.

• Item Type: MPRA Paper
• Language: English
• Keywords: marketing ethics, ethics, moral standards
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General

References

Bartels, R. “A Model for Ethics in Marketing,” Journal of Marketing, Vol. 31, 20-26, 1967

Bellizzi, J.A. and R.W. Hasty. “Supervising Unethical Sales Force Behavior: How Strong Is the Tendency to Treat Top Sales Performers Leniently?” Journal of Business Ethics, Vol. 43, 337-351, 2003.

Dunfee, T.W., N.C. Smith, and W.T. Ross Jr. “Social Contracts and Marketing Ethics,” Journal of Marketing, 63 (3): 14-33, 1999.

Ferrell, O.C. “Business Ethics and Customer Stakeholders.” Academy of Management Executive, Vol. 18, No. 2, 126-129, 2004.

Ferrell, O.C., J. Fraedrich, and L. Ferrell, Business Ethics: Ethical Decision Making and Cases, Boston: Houghton Mifflin. 2005.

Hunt, S. D. and S. Vitell. “A General Theory of Marketing Ethics.” Journal of Macromarketing 6 (Spring): 5-15, 1986. [7] Murphy, P.E., G.R. Laczniak, N.E. Bowie, and T.A. Klein. Ethical Marketing, Upper Saddle River, N.J: Pearson Prentice-Hall, 2005.

Robin, D.P., R.E. Reidenbach, and P.J. Forrest, “The Perceived Importance of an Ethical Issue as an Influence on the Ethical Decision-Marking of Ad Managers.” Journal of Business Research, Vol. 35, 17-29, 1996.

Vargo, S.L. and R.F. Lusch, “Evolving to a New Dominant Logic for Marketing.” Journal of Marketing, Vol. 68 (January 2004): 1-17.