INTRODUCTION

Ethics is conceptually based in the notion of what is right and wrong. It involves values and actions. Doing whats right (actions) is to a large degree determined by knowing whats right (values). It is also clearly a function of willingness to do right. Major corporations increasingly fear the damage to their image associated with press revelations of unethical practices. Marketers have been among the fastest to perceive the market's preference for ethical companies, often moving faster to take advantage of this shift in consumer taste. This results in the expropriation of ethics itself as a selling point or a component of a corporate image.

ABSTRACT Ethics and Social Responsibility in Marketing: An Examination of the Ethical Evaluation of Advertising Strategies
Saviour L.S Nwachukwu , Scott J Vitell Jr. Faye W Gilbertc and James H Barnes Controversies over the ethical implications of advertising have existed since its creation. The purpose of this research is to examine the ethical judgments of advertising and marketing practitioners with an experimental design that manipulates three critical variables of interest: individual autonomy, consumer sovereignty, and the nature of the product. Respondents generally rated ads targeted at individuals who are not autonomous (mature) as less ethical than ads targeted at those who are perceived as autonomous. Similarly, ads targeted at those with low sovereignty were perceived as less ethical than ads aimed at consumers perceived to have high sovereignty. Finally, ads for harmful products were perceived to be less ethical than ads for nonharmful products. Thus, all three variables play a significant role in terms of the ethical judgments of ads.

IMPLEMENTING BUISNESS ETHICS

Springer This article outlines an approach for implementing business ethics. A company should both organize for ethical business policies and execute them. The organizational dimension refers to structural components including codes of ethics, conferences and training programs and an ethical audit. The corporate culture must

support these structural elements with top management playing a central role in implementing ethics. The execution of ethical business policies includes implementation responsibilities and tasks. These responsibilities are leadership in ethics, delegation, communication and motivation of the company's ethical position to employees. Execution tasks are delineated for the marketing function. Although many company examples are provided, a program in place at McDonnell Douglas is highlighted as a model of ethics implementation.

Normative Perspectives for Ethical and Socially Responsible Marketing

Gene R. Laczniak Patrick E. Murphy This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple inspirational dimensions implicit in ethical marketing. More important, 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 connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.

Ethical Marketing for Competitive Advantage on the Internet

Claire Gauzente Ashok Ranchhod

Marketing practice is now busy integrating the potential of information and communication technologies through the utilization of databases and Internet marketing. Billions of potential consumers can now be reached this way. Nevertheless, a brief observation of the practices of marketing on the Internet show that some firms implement aggressive actions such as popups, deceiving banners and hyperlinks and other forms of intrusive mechanisms which impinge on personal privacy. As technology moves from desk based PC applications to mobile communications, there is potential to become even more intrusive, with the possibility of local tracking (within a 50 metre radius of a food or retail outlet). Given the fact that such powerful devices will become the norm within two to five years, we advocate that firms that wish to differentiate themselves from their competitors will have to turn to marketing ethics in order to gain and keep consumers. Short-term thinking will push firms towards ever shorter campaigns and advertising plans, pushing companies towards an unethical

stance. This danger can be averted by firms adopting a proactive ethical attitude towards consumers within their e-marketing strategies. In order to adopt such a proactive stance, companies need to develop a model of ethical interactivity with consumers. The model of ethical interactivity that is introduced and discussed in the paper develops seven types of practice (notice, choice, access, contact, security, horizon, and intrusiveness). Correct interpretation of these practices leads to empowered consumers creating greater benefits for the firm and for the consumers themselves. Academy

Marketing Strategies and the Search for Virtue: A Case Analysis of The Body Shop, International
Cathy L. Hartman and Caryn L. Beck-Dudley The authors propose a framework to integrate virtue ethics into marketing theory and apply it to the development of marketing strategies. Virtue ethics, a philosophy that focuses on an individual's moral character, has received limited attention from marketing scholars and researchers. The authors argue that without consideration of virtue ethics a comprehensive analysis of the ethical character of marketing decision makers and their strategies cannot be achieved. They provide an overview of virtue ethics supplemented by a case study of The Body Shop, International to demonstrate how evaluation of the ethics of corporate executives and their marketing strategies is completed by virtue ethics.

CONCLUSION
Progress has been made in advancing theory and research in marketing ethics. Because marketing decisions often require specialized knowledge, ethical issues are often more complicated than those faced in personal life and effective decision making requires consistency. Because each business situation is different, and not all decisions are simple, many organizations have embraced ethical codes of conduct and rules of professional ethics to guide managers and employees. However, sometimes self-regulation proves insufficient to protect the interest of customers, organizations, or society. At

that point, pressures for regulation and enactment of legislation to protect the interests of all parties in the exchange process will likely occur.