Marketing Ethics

Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity. It offers a substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality. This work: identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing; considers broader meanings and background assumptions of marketing infrequently included in other marketing literature; and, adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges and instrumental efficiency.