Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain.

Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Caterpillar, Coca Cola, Cadbury and Facebook are featured. The two introductory chapters cover initial and advanced perspectives on ethical and socially responsible marketing, in order to provide students with the necessary theoretical foundation to engage in ethical reasoning. A decision-making model is also presented, for use in the case analyses.

This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement to the readings for other marketing classes.

Contents

1. Perspectives for Ethical and Socially Responsible Marketing Decisions 2. Advanced Perspectives for Ethical and Socially Responsible Marketing Decisions 3. Decision Model, Sample Case (L’Oreal), Analysis and the Rest of the Story Part 1: Short Cases 4. Going Along to Get Along 5. Hunky Dory 6. Tracking down Counterfeits on eBay: Whose Responsibility is it? 7. Casas Bahia 8. Toys from China and the new Yum Burger Kids’ Meal 9. Koodo in the Canadian Cell Phone Market 10. PETA 11. Drug Testing in India 12. Tough Decisions: Something to Snack on 13. Honest Tea and Coke: An Unlikely Couple Part 2: Long Cases 14. Another Day in Paradise? 15. Montenegro Electrtd. 16. Arctic Desert 17. Superior Services: Should Short Skirts Sell Software? 18. Facebook 19. Auchan (France) 20. A Young Pharmacist’s Dilemma 21. TOMS: One for One Movement 22. Cadbury’s Chocolate Bars: Not such a Sweet Smell of Success? 23. Caterpillar, Inc.

Author Bio

Patrick E. Murphy is Professor of Marketing at the University of Notre Dame, USA. His research on marketing ethics has been published in Journal of Marketing, Journal of Business Ethics, Journal of Macromarketing, Journal of Public Policy & Marketing and European Journal of Marketing

Gene R. Laczniak is Professor of Marketing at Marquette University, USA. His research and commentary on marketing and society issues has been published in Journal of Public Policy & Marketing, Long Range Planning, Journalism Quarterly and the Journal of Macromarketing

Andrea Prothero is Associate Professor in Marketing at University College Dublin, Ireland. Her research on societal and sustainability is...