Well-being Marketing: An Ethical Business Philosophy for Consumer Goods Firms

Journal of Business Ethics 77 (4):377-403 (2008)
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In this article we build on the program of research in well-being marketing by further conceptualizing and refining the conceptual domain of the concept of consumer well-being (CWB). We then argue that well-being marketing is a business philosophy grounded in business ethics. We show how this philosophy is an ethical extension of relationship marketing (stakeholder theory in business ethics) and is superior to transactional marketing (a business philosophy grounded in the principles of consumer sovereignty). Additionally, we argue that well-being marketing is based on duty ethics concepts, specifically the duty of beneficence and non-maleficence. Subsequently, we show how the well-being concept guides marketing decisions for consumer goods firms.



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References found in this work

The Right and the Good. Some Problems in Ethics.W. D. Ross - 1930 - Oxford: Clarendon Press. Edited by Philip Stratton-Lake.
The Wealth of Nations.Adam Smith - 1976 - Hackett Publishing Company.
The Politics of Stakeholder Theory.R. Edward Freeman - 1994 - Business Ethics Quarterly 4 (4):409-421.
Business Ethics and Stakeholder Analysis.Kenneth E. Goodpaster - 1991 - Business Ethics Quarterly 1 (1):53-73.

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