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A Twenty-First Century Guide to Aldersonian Marketing ThoughtEthics, Ideologies and Sanctions

A Twenty-First Century Guide to Aldersonian Marketing Thought: Ethics, Ideologies and Sanctions Chapter 21 Wroe Alderson The Committee on Ethical Standards and Professional Practices of the Amer- ican Marketing Association has undertaken a broad study of ethical problems arising in connection with marketing and advertising. The interests of the Association far transcend the adoption of a code of standards to govern the con- duct of research and consulting organizations. The Association is concerned with the role of marketing in modern society, the prevailing ethical standards of American business, and the unique responsibility which the marketing as- pect of business assumes in undertaking to modify cultural values. Marketing may be described as applied economics insofar as it is concerned with meet- ing established demand, but it would be much more accurate to call it applied anthropology when the impact on values in our culture is taken into account. The Association’s objective, through its Committee on Ethical Standards and Professional Practices, is nothing less than to review the foundations of ethics as they pertain to everyone engaged in marketing activities, whether salesmen, advertisers, professional marketing researchers or business leaders. This memo will lay out a broad framework for the consideration of ethics in marketing and then propose a research program and the means http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtEthics, Ideologies and Sanctions

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Alderson, Wroe
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
301 –311
DOI
10.1007/0-387-28181-9_21
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 21 Wroe Alderson The Committee on Ethical Standards and Professional Practices of the Amer- ican Marketing Association has undertaken a broad study of ethical problems arising in connection with marketing and advertising. The interests of the Association far transcend the adoption of a code of standards to govern the con- duct of research and consulting organizations. The Association is concerned with the role of marketing in modern society, the prevailing ethical standards of American business, and the unique responsibility which the marketing as- pect of business assumes in undertaking to modify cultural values. Marketing may be described as applied economics insofar as it is concerned with meet- ing established demand, but it would be much more accurate to call it applied anthropology when the impact on values in our culture is taken into account. The Association’s objective, through its Committee on Ethical Standards and Professional Practices, is nothing less than to review the foundations of ethics as they pertain to everyone engaged in marketing activities, whether salesmen, advertisers, professional marketing researchers or business leaders. This memo will lay out a broad framework for the consideration of ethics in marketing and then propose a research program and the means

Published: Jan 1, 2006

Keywords: Professional Ethic; Idealistic Relativism; Ethical Sensitivity; Private Agency; Professional Code

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