Ethical considerations in marketing: Academics, practitioners, and other marketplace actors

The chapter provides an overview of the literature on marketing ethics. It starts by presenting the definition of marketing ethics, anchoring its core aspects and potential financial benefits. It then delineates the ethical criticisms of the profession, including deceptive practices, cultural misrepresentation, market exclusion, and the exploitive use of social media. The chapter then discusses the ethical responsibilities of marketers while pinpointing their marketing initiatives in both academics and practice to motivate research agendas that consider consumer and societal well-being. It also summarizes practitioners’ initiatives to ensure the use of ethical practices within their firms. The chapter ends by highlighting the increasing role of other marketplace actors in ensuring sound corporate practices. These actors include consumers, governments, and advocacy groups.