Ethics in Marketing

Abstract

This chapter aims to introduce the concept of ethical marketing, highlight its importance, and discuss the key frameworks and theories used in ethical marketing decision-making. The significance of marketing ethics cannot be overstated, as it directly impacts a business׳s reputation and success. Since 1967, when Robert Bartels published a groundbreaking article in the Journal of Marketing, the field has witnessed significant practical and theoretical advancements. Subsequently, numerous ethical decision-making models and theories have emerged, including Hunt and Vitell׳s General Theory of Marketing Ethics. Companies like Patagonia serve as examples of organizations that prioritize marketing ethics. Despite the progress made in both theory and practice, there is still room for further development of ethics in the field of marketing.