Business and Marketing Ethics
Summary
- Ethical touchstones that marketers may consider include philosophies of
Bentham, Kant, Rawls, and Machiavelli.
- Ethical theories may range from Utilitarianism to Deontology.
- Fundamental rules of marketing worldwide may include be legal, decent, honest
and truthful; show responsibility to customers and society; and compete fairly.
- International marketers should be especially sensitive to comparative advertising,
marketing targeted at children, and promotion of alcohol and tobacco products.
- Useful professional codes of ethics for marketers include those by the American
Marketing Association and the Better Business Bureau.
- Surveys have shown among the practices that most generate trust from
consumers through honest business practices, clear communications,
addressing consumer needs, and involvement in the community.