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Ethical frameworks for decision making Traditionally utilitarian approach Professional codes of conduct American Marketing Association Esomar (www.esomar.nl/codes)

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Presentation on theme: "Ethical frameworks for decision making Traditionally utilitarian approach Professional codes of conduct American Marketing Association Esomar (www.esomar.nl/codes)"— Presentation transcript:

1 Ethical frameworks for decision making Traditionally utilitarian approach Professional codes of conduct American Marketing Association Esomar (www.esomar.nl/codes) British code of advertising practice (www.asa.org.uk) ITC code (www.itc.org.uk)www.itc.org.uk

2 Ethical frameworks for decision making Ethical frameworks Laczniaks framework (1983) (Ross 1930; Garrett 1966) Laczniak,G.R. (1983) Framework for analysing marketing ethics, Journal of Macromarketing 3(1), pp7-18. This can also be found in the Marketing Classics text by Enis, Cox and Mokwa.

3 Ethical frameworks for decision making Garrett (1966) 3 elements: what we intend how we carry out the intention what happens Laczniak and Murphy (1993) – conflict between stakeholders Smith (1995); Nantel and Weeks (1996)

4 Ethical frameworks for decision making Craig Smith (1995) Marketing strategies for the Ethics era, Sloan Management Review Marketing Ethics Continuum Caveat Emptor Industry Practice Ethics codes Consumer Sovereignty CST The Consumer Sovereignty Test ( Fig 3 Smith and Quelch, p30) capability information choice

5 Ethical frameworks for decision making Caveat Venditor - Limitations to Smiths ethical framework The Ethics gap Laczniak societal expectation/ethical reality gap professional expectation/ethical reality gap Summary


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