Abstract

This paper is designed to respond to the conference theme of making business ethical specifically within a marketing context. Ethical marketing challenges marketers to move away from illusory and deceptive brand promises to make way for a form of marketing which serves the consumer with creative and truthful messages. The paper markets virtue to marketers whilst exploring existing marketing deontologies and the problem of the depersonalised relationship between marketer and consumer. ‘Marketing virtue’ is approached within an ontology that begins with the marketer as a moral agent. Six virtues–based principles are proposed as a creative resource to improve the ethical performance of contemporary marketing. True prosperity for both marketer and consumer is seen within the Aristotelian concept of ευδαιμονια (eudaimonia).