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Normative Perspectives for Ethical and Socially Responsible Marketing
2006
Journal of Macromarketing
This paper 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. Importantly, 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
doi:10.1177/0276146706290924
fatcat:2xerbnbhuvh7vblbappwtccc6a