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Journal of Macromarketing, Vol. 26, No. 2, 154-177 (2006)
DOI: 10.1177/0276146706290924

Normative Perspectives for Ethical and Socially Responsible Marketing

Gene R. Laczniak

College of Business Administration at Marquette University, P.O. Box 1881, Milwaukee, Wisconsin 53201-1888; phone: (414) 288-7024; eugene.laczniak{at}marquette.edu

Patrick E. Murphy

Institute for Ethical Business Worldwide; Mendoza College of Business at the University of Notre Dame, Notre Dame, Indiana 46556; phone: (574) 631-6419; pmurphy1{at}nd.edu

This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. More important, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.

Key Words: marketing ethics • ethical marketing • normative marketing theory • marketing norms and values • socially responsible marketing

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