Responsible Marketing Practice
Despite substantial academic efforts to explain and influence ethical behavior in
marketing, the business press continues to contain very frequent articles on a litany of marketing
transgressions including slotting fees in the retail sector, product safety with automobile and
SUV tires and prescription drugs, advertising and promotional activities of the movie industry
and others, the marketing practices of cigarettes, firearms and other dangerous products and
rampant negative advertising by politicians virtually at all levels and all parties in the recently
concluded election. Rather than criticize the well-known and well-chronicled ethical
inadequacies of industry=s marketing arm, this section of the paper proposes two positive
approaches that marketing practitioners could embrace to create a more ethical organization.
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