About this Book

Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.

• A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality
• Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing
• Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature
• Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency