Ethical guidelines for marketing practice: A reply to Gaski & some observations on the role of normative marketing ethics [Book Review]

Journal of Business Ethics 32 (1):3 - 18 (2001)
Abstract
Gaski (1999) is critical of marketing ethics and suggests that its ethical guidelines amount to no more than "obey the law" and "act in your self-interest". This reply questions Gaski''s critique and clarifies possible misconceptions about the field that might otherwise result. It identifies the limitations and assumptions of Gaski''s argument and shows that there are exceptions to his central proposition even when narrowly circumscribed. It is not disputed that there is merit to reminding managers of their obligations to obey the law and to act in their enlightened self-interest. However, although fulfilling these obligations is generally a necessary requirement for good conduct, it is not sufficient. There are situations where ethics demands more of marketing managers than "obey the law" and "act in your self-interest". In addition, managers may face situations where ethics, the law and self-interest are inconsistent. The article incorporates observations on the role of normative marketing ethics, including the requirement to develop ethical theory for marketing as well as ethical guidelines.
Keywords Philosophy   Ethics   Business Education   Economic Growth   Management
Categories (categorize this paper)
Reprint years 2004
DOI 10.1023/A:1010685524206
Options
 Save to my reading list
Follow the author(s)
Edit this record
My bibliography
Export citation
Find it on Scholar
Mark as duplicate
Request removal from index
Revision history
Download options
Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 32,688
Through your library
References found in this work BETA

No references found.

Add more references

Citations of this work BETA
The Ethics of Marketing to Vulnerable Populations.David Palmer & Trevor Hedberg - 2013 - Journal of Business Ethics 116 (2):403-413.

Add more citations

Similar books and articles
Added to PP index
2009-01-28

Total downloads
38 ( #156,359 of 2,237,247 )

Recent downloads (6 months)
3 ( #188,560 of 2,237,247 )

How can I increase my downloads?

Monthly downloads
My notes
Sign in to use this feature