Ethics and services marketing

Journal of Business Ethics 12 (10):785 - 795 (1993)

The area of services marketing is a highly crucial one for potential ethical violations. The services industry, which drives over two-thirds of our national economy, is about to experience severe changes due to increasing competition. The temptation to make ethical compromises will pose a dramatic threat to the business climate.We review conceptual approaches to the field of marketing ethics and conclude that existing models often lack an important component which affects ethical decision-making. That component includes the interorganizational variables: the primary task environment, including immediate customers and suppliers to the buyer and seller; the secondary task environment, comprised of suppliers and customers to the immediate suppliers and customers, competitors, and regulatory agencies, and the macro-environment, those broader forces which impinge on the activities in the primary and secondary task environments.
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DOI 10.1007/BF00881311
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Ethical Behavior of Marketing Managers.David J. Fritzsche & Helmut Becker - 1983 - Journal of Business Ethics 2 (4):291 - 299.

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