Research Handbooks in Business and Management series
Edited by Alexander Nill
Chapter 6: The trouble with marketing ethics . . .
This chapter traces some seemingly inescapable theoretical and practical problems associated with normative marketing ethics. First, the background and origin of the issues in the broader field of moral philosophy are presented. The key concern is the multiplicity of extant ethical systems or perspectives that leads to ambiguous prescriptive guidance and even conflicting norms. Then manifestation of the problems in marketing ethics per se is discussed and illustrated. Coherent resolution is proposed. Finally the related domain of corporate social responsibility is seen to compound the difficulty with some similarly problematic indications, which the author also attempts to overcome. Ethics – what a beautiful concept! Defined simply as the principles guiding morally right action (Baylis 1958, p. 3; Webster’s 1965), what a pleasant, attractive, euphonic, emotionally agreeable, feel-good idea indeed. By its very definition (including charged language such as ‘right’ and ‘moral’), the construct of ethics is positioned toward the positive end of human nature’s affective values axis. Surely no one could object to such a noble quality. Ethics may even merit recognition as a crucial force underlying civilized human social development. And ethics must also be a concept with much intrinsic depth and metaphysical heft or it probably would not have captivated philosophers for the past three millennia or so.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.