Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 36, Issue 1, Pages 39-53Publisher
SPRINGER
DOI: 10.1007/s11747-007-0062-0
Keywords
ethical violations; ethics; integrity; marketing ethics; marketing performance measurement; service-dominant logic
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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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