USF St. Petersburg campus Faculty Publications
Morality in marketing: Oxymoron or good business practice?
Document Type
Article
Publication Date
2011
ISSN
0148-2963
Abstract
Marketing morality as oxymoron or good business practice is the primary focus of this research and is a topic deserving of attention by the field. Much theory on morality involves issues like salesperson behavior that fails to examine the impact on important goals. For instance, ethicists evaluate and provide recommendations and prohibitions without concern for their influence on the financial well-being of firms. This disconnect has unintended consequences. First, moral dictates often are naive by the standards of marketing managers, out-of-touch with complexities of real world firms. Second, scholars discount prescriptions for change since they do not reflect the full range of management requirements for success. Is marketing morality an oxymoron or good business practice? The time is right for marketers to take a serious look.
Language
en_US
Publisher
Elsevier
Recommended Citation
Watkins, A. & Hill, R.P. (2011). Morality in marketing: Oxymoron or good business practice? Journal of Business Research, 64, 922-927. doi: 10.1016/j.jbusres.2011.03.009
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Citation only. Full-text article is available through licensed access provided by the publisher. Members of the USF System may access the full-text of the article through the authenticated link provided.