Abstract
A framework is designed to aid the marketing decision maker in choosing between deontological and utilitarian reasoning when attempting to solve ethical problems. the framework uses miller's theory of living systems to develop a hierarchy of exchanges as a basis for analysis. then the historical appeal of deontology and utilitarianism are analyzed with respect to the hierarchy
Keywords Applied Philosophy  Business and Professional Ethics
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ISBN(s) 0277-2027
DOI 10.5840/bpej19865232
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