Marketing with integrity: ethics and the service-dominant logic for marketing |
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Authors: | Andrew V Abela Patrick E Murphy |
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Institution: | (1) Department of Business and Economics, Catholic University of America, 309C McMahon Hall, 620 Michigan Avenue NE, Washington, DC 20064, USA;(2) Institute for Ethical Business Worldwide, 394 Mendoza College of Business, Notre Dame, IN 46556-5646, USA |
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Abstract: | This paper examines a tendency within existing marketing scholarship to compartmentalize ethical issues. It also shows how
this tendency can cause ethical tensions and conflicts in marketing practice. The emerging service-dominant (S-D) logic for
marketing, as proposed by Vargo and Lusch, is explored as an example of an approach to marketing that overcomes this tendency.
The S-D logic is found to be a positive development for marketing ethics because it facilitates the seamless integration of
ethical accountability into marketing decision-making. Specific recommendations are made for improving the ethical climate
in marketing using marketing performance measurement theory and practice.
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Keywords: | Ethical violations Ethics Integrity Marketing ethics Marketing performance measurement Service-dominant logic |
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