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Gene R. Laczniak and Nicholas J.C. Santos

Chapter 13 by Gene R. Laczniak and Nicholas J.C. Santos proposes a normative-ethical model for marketing. It outlines what is owed to vulnerable, impoverished consumers when they enter into marketplace transactions with more powerful sellers. Needless to say, such a model is relevant for developing and developed countries alike. The authors identify, discuss, and justify five prescriptive components of the so-called ‘integrative justice model’: (1) authentic engagement without exploitative intent; (2) co-creation of value with customers; (3) investment in future consumption; (4) genuine interest representation; and (5) focus on long-term profit management.