Marketing with integrity: ethics and the service-dominant logic for marketing

Journal of the Academy of Marketing Science · 2008 · Volume 36 · Issue 1

Abstract

This paper examines a tendency within existing marketing scholarship to compartmentalize ethical issues. It also shows how this tendency can cause ethical tensions and conflicts in marketing practice. The emerging service-dominant (S-D) logic for marketing, as proposed by Vargo and Lusch, is explored as an example of an approach to marketing that overcomes this tendency. The S-D logic is found to be a positive development for marketing ethics because it facilitates the seamless integration of ethical accountability into marketing decision-making. Specific recommendations are made for improving the ethical climate in marketing using marketing performance measurement theory and practice.

Keywords

Ethical violations, Ethics, Integrity, Marketing ethics, Marketing performance measurement, Service-dominant logic

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