This new handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions.
The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices.
Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions.
PART 1: Foundations of Marketing Ethics
PART 2: Theoretical and Research Approaches to Marketing Ethics
PART 3: Marketing Ethics and Social Issues
PART 4: Issues in Consumer Ethics
PART 5: Ethical Issues in Specific Sectors
PART 6: Ethical Issues in the Marketing Mix
PART 7: Concluding Comments and Reflections
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List of Figures and Tables |
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viii | |
Notes on the Editors and Contributors |
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x | |
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PART I FOUNDATIONS OF MARKETING ETHICS |
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1 Introduction to Marketing Ethics |
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3 | (17) |
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2 Internal and External Drivers of an Ethical International Marketing Strategy: Implications on Reputational Advantage and Performance |
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20 | (23) |
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PART II THEORETICAL AND RESEARCH APPROACHES TO MARKETING ETHICS |
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3 Cross-cultural and Religious Perspectives on Marketing Ethics |
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43 | (15) |
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4 An Interdisciplinary View of Marketing Ethics |
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58 | (16) |
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5 Conducting Ethical Research in Marketing |
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74 | (17) |
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6 Female Sexualisation and Objectification in Advertising: Research Insights and Future Research Agenda for Advertising Ethics |
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91 | (16) |
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7 Parental Mediation of Children's Exposure to Online Media and Advertising |
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107 | (18) |
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PART III MARKETING ETHICS AND SOCIAL ISSUES |
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8 Marketing to Vulnerable Consumers |
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125 | (11) |
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9 Cross-Cultural and Sub-Cultural Issues in Marketing Ethics |
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136 | (10) |
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10 Stereotyping in Marketing |
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146 | (9) |
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11 Cultural Appropriation |
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155 | (14) |
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12 Appearances Matter: The Impact of Unattainable Idealizations of an Individual's Physical Self |
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169 | (15) |
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13 Ethical Issues in Marketing to the LGBT Community: Of Becoming Visible and Being Targeted |
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184 | (12) |
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14 Ethical Perspectives on Sustainability in Marketing |
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196 | (19) |
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PART IV ISSUES IN CONSUMER ETHICS |
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15 Circular Economy and Sustainable Consumption: Suggestions for Ethical Marketing |
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215 | (11) |
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16 Sustainability Marketing: Products, Fairtrade, and Greenwashing |
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226 | (12) |
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17 Business-to-Business (Industrial) Marketing Ethics |
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238 | (10) |
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18 The Ethics of Social Marketing and Non-Profit/Charity Marketing |
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248 | (11) |
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19 Ethical Issues in Tourism |
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259 | (16) |
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20 Social Causes, Consumer Activism and Human Rights |
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275 | (14) |
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PART V ETHICAL ISSUES IN SPECIFIC SECTORS |
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21 Ethics and Corporate Social Responsibility |
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289 | (12) |
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22 Ethics in Financial Products Marketing |
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301 | (14) |
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23 Consumer and Marketing Ethics: A Case of the Fashion Industry |
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315 | (11) |
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24 Ethical Considerations for Pharmaceutical Marketing |
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326 | (13) |
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25 Ethical Marketing of Harmful Products: Sugar, Alcohol and Tobacco |
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339 | (15) |
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354 | (13) |
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27 Ethical Aspects of Digital (eHealth and mHealth) Marketing |
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367 | (18) |
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PART VI ETHICAL ISSUES IN THE MARKETING MIX |
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28 Product and Branding Ethics |
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385 | (14) |
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399 | (12) |
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30 Personalization in Digital Marketing: Implementation Strategies and the Corresponding Ethical Issues |
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411 | (13) |
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31 Ethics in Digital Marketing and Social Media |
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424 | (20) |
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32 Ethics Within Sponsorship |
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444 | (13) |
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33 The Sales Ethics Subculture |
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457 | (17) |
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34 Ethics in Public Relations |
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474 | (9) |
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PART VII CONCLUDING COMMENTS AND REFLECTIONS |
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35 Ethics and New Media, A Double-Edged Sword: A Case Study of Digital Marketing Transformation in the Charity Sector |
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483 | (15) |
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36 Marketing Ethics and Regulation of Marketing Activity: The Role of Government and Industry |
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498 | (20) |
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37 Concluding Comments Regarding the Challenges of Marketing Ethics |
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518 | (12) |
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Index |
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530 | |
Lynne Eagle is Professor of Marketing, College of Business, Law and Governance at James Cook University and Adjunct Professor of Marketing at both the University of Canterbury, New Zealand and Charles Darwin University, Australia. Her research interests centre on: trans-disciplinary approaches to sustained behaviour change in social marketing / health promotion / environmental protection interventions, including the ethical dimensions of this activity. Within this broad area, she is active in research relating to marketing communication effects and effectiveness, including the impact of persuasive communication via traditional and digital channels, and the challenges of communicating effectively with population sectors that face literacy and numeracy challenges. She has published widely and is on the editorial board of several journals. Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia.
His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4s Dispatches programme, and BBCs Newsnight and Look East.
He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium and part-time professor at Ghent University, Belgium. His research focuses on advertising to children and teenagers, advertising effectiveness, online behavior, sustainable consumer behavior, and cross-cultural consumer behavior. His research has been published in journals such as Journal of Advertising, International Journal of Advertising, Journal of Business Research, Young Consumers, Journal of Environmental Psychology, Ecological Economics, and International Marketing Review. Charles R. Taylor is John A. Murphy Professor of Marketing, Villanova University School of Business, USA. Taylor is Editor-in-Chief of the International Journal of Advertising and is a regular contributor to Forbes.com. His research interests include advertising effectiveness, global marketing and advertising, Super Bowl advertising, and marketing and public policy issues, as well as advertising ethics. He has published in numerous journals and has won the Ivan Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for Outstanding Contribution to the Advertising Field from the European Academy of Advertising.