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- Title
Toward A General Model Of Ethics For All Marketing Professionals.
- Authors
Payne, Dinah; Pressley, Milton
- Abstract
The issues surrounding codes of ethics for the marketing profession, which includes marketing professionals, marketing professors and marketing students has generated considerable research. These efforts are outstanding in bringing to the fore the difficult ethical decisions that marketers must resolve as well as the wide variety of the types of dilemmas they may encounter. This paper provides a succinct literature review of a number of the more complicated ethical models that have been developed. Then, using: 1) the basic ethical principles found in the marketing ethics literature, 2) the codes of ethics of the American Marketing Association (AMA), the American Association of Advertising Agencies (AAAA), Sales and Marketing Executives International (SMEI), and 3) the codes in the general business ethics literature, the authors generate a single code of marketing ethics. The goal is to generate a single code of marketing ethics that any marketing professional, professor or student can turn to when confronted by an ethical dilemma related to marketing. This code incorporates well-recognized moral principles presented by the abundant literature on the subject, and, more importantly, it is at least the beginning of a code that any business professional, marketing or otherwise, can actually use in a daily effort to make morally reasonable and defensible business judgments. In practice, it should prove useful, for example, for those moving from academia to the professions. Or, for another example, it should be suitable for those moving from advertising or sales into a position in marketing management.
- Subjects
MARKETING executives; CODES of ethics; BUSINESS teachers; BUSINESS students; AMERICAN Marketing Association; AMERICAN Association of Advertising Agencies; BUSINESS ethics; MARKETING management
- Publication
Leadership & Organizational Management Journal, 2012, Vol 2012, Issue 1, p86
- ISSN
2152-8675
- Publication type
Article