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Marketing with integrity: ethics and the service-dominant logic for marketing

  • Andrew V. AbelaEmail author
  • Patrick E. Murphy
Conceptual/Theoretical Paper

Abstract

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.

Keywords

Ethical violations Ethics Integrity Marketing ethics Marketing performance measurement Service-dominant logic 

Notes

Acknowledgement

The authors would like to thank the editors of this special issue, Robert Lusch and Stephen Vargo, as well as Gene Laczniak, Robert Audi, the Department of Marketing at Notre Dame, and two anonymous reviewers for helpful comments on earlier drafts of this paper.

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Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  1. 1.Department of Business and EconomicsCatholic University of AmericaWashingtonUSA
  2. 2.Institute for Ethical Business Worldwide394 Mendoza College of BusinessNotre DameUSA

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