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Journal of the Academy of Marketing Science

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01.03.2008 | Conceptual/Theoretical Paper

Marketing with integrity: ethics and the service-dominant logic for marketing

verfasst von: Andrew V. Abela, Patrick E. Murphy

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2008

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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.

Vorheriger Artikel Why “service”?

Nächster Artikel An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic

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Titel: Marketing with integrity: ethics and the service-dominant logic for marketing
verfasst von: Andrew V. Abela
Patrick E. Murphy
Publikationsdatum: 01.03.2008
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2008
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0062-0

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