TY - JOUR AB - At present, a continuing widespread debate on the moral nature of business is widely recognized. However, it seems that the ethical evaluation of business practices is not very common in the area of relationship marketing. Analyses relationship marketing from the viewpoint of ethical theories. The theories applied are deontology, utilitarianism, virtue ethics, and emotivism. Reviews and analyses studies on relationship marketing issues in order to construct a framework for the ethical analysis of relationship marketing principles. Finally presents a framework for ethical analysis in the form of a constructive solution. Includes a model or code of business ethics for relationship marketers. The code will help make relationship marketing practices ethically longer lasting and, in this way, make the practices also more competitive and profitable. VL - 30 IS - 2 SN - 0309-0566 DO - 10.1108/03090569610106644 UR - https://doi.org/10.1108/03090569610106644 AU - Takala Tuomo AU - Uusitalo Outi PY - 1996 Y1 - 1996/01/01 TI - An alternative view of relationship marketing: a framework for ethical analysis T2 - European Journal of Marketing PB - MCB UP Ltd SP - 45 EP - 60 Y2 - 2024/03/29 ER -