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Does Marketing Ethics Really Have Anything to Say? A Critical Inventory of the Literature

John F. Gaski
Journal of Business Ethics
Vol. 18, No. 3 (Feb., 1999), pp. 315-334
Published by: Springer
Stable URL: http://www.jstor.org/stable/25074056
Page Count: 20
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Does Marketing Ethics Really Have Anything to Say? A Critical Inventory of the Literature
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Abstract

The material to follow challenges the conceptual uniqueness and contribution of the content of the field of marketing ethics. Based on a comprehensive inspection of the marketing ethics literature, this "review note" (an uncommon genre of academic manuscript - a briefly-presented review highlighting a specific point) concludes that, in terms of pragmatic behavioral guidance as well as conceptual content, marketing ethics has nothing new nor distinctive to offer. Though an initially unexpected conclusion, perhaps, explanation is provided for why marketing ethics' absence of contribution is perfectly natural and appropriate. Evidence also is found to establish that the paper's contrarian-appearing position may not be extremist after all.

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