Abstract
Marketing ethics has always been viewed in the context of business ethics or morality, as marketing is a business function that identifies, anticipates and satisfies customer requirements profitably, thus creating and maintaining the interface between consumer preferences and companies’ market aspirations. Baumhart (1961) and Tzalikis and Fritzsche (1989) among others have pointed out that marketing is perceived as the most problematic business function concerning morality. Research has questioned the ethics of marketing, mostly related to its role in promotion and sales where public trust is relatively low. Pires and Stanton (2002) suggest that marketing ethics should be treated as social responsibility, or what is ‘good’ for society in general and consumers in particular. However, there is no uniform philosophical argument of what is ‘good’ and ‘ethical’ and whether ‘good’ and ‘ethical’ have identical meanings.
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© 2010 Svetla T. Marinova and Marin A. Marinov
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Marinova, S.T., Marinov, M.A. (2010). Paradoxes of International Marketing in Developing Countries. In: Milliot, E., Tournois, N. (eds) The Paradoxes of Globalisation. Palgrave Macmillan, London. https://doi.org/10.1057/9780230303966_8
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DOI: https://doi.org/10.1057/9780230303966_8
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