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Article
Publication date: 1 February 2013

Dinah Payne and Milton Pressley

The purpose of this paper is to develop a single code of ethics that could be used regardless of the venue or specialty of the marketing professional. The paper first…

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Abstract

Purpose

The purpose of this paper is to develop a single code of ethics that could be used regardless of the venue or specialty of the marketing professional. The paper first provides a literature review of research in the areas of ethics pertaining to marketing professionals. Then a review of a wide variety of codes of business ethics, marketing ethics, model codes, and professional ethics produces the idea that, while there are some differences in how the codal principles are presented, there are sufficient similarities in the codes' principles of professional conduct to merit the consideration of a single code of marketing ethics – one that can be used regardless of the venue or specialty of the marketing professional.

Design/methodology/approach

The paper introduces a broad literature review followed by the development of a transcendent code of ethics for all marketers.

Findings

Using the above as well as: historically and more broadly known theories of ethics, and currently‐used codes of professional marketing ethics, including those from the American Marketing Association (AMA), the American Association of Advertising Agencies (AAAA), and the Sales and Marketing Executives International (SMEI), the authors make an attempt to determine the most prominent, efficacious principles of ethics and to shape a single code of professional conduct for marketing students, educators and practitioners – regardless of their area of specialty.

Research limitations/implications

The proposed code is subject to debate and will likely not be the model eventually used. The authors hope that the code proposed will stimulate further research, discussion and formulation.

Practical implications

A single code of ethics that could be utilized by anyone confronted with an ethical marketing issue would be useful in easing the difficulties associated with challenging ethical dilemmas in marketing.

Social implications

Drawing on traditional frames of ethics and combining those principles with principles found in the marketing ethics literature, the authors generate a single code of ethics that not only marketers can use, but that others in society can also identify with and feel confidence in – thus alleviating concerns of mistrust or misunderstanding between those marketing products and services and the stakeholders in the society in which those products and services are being marketed.

Originality/value

No transcendent code of marketing ethics currently exists. The three most prominent are unique to their fields – each leaving out portions necessary to be transcendent. Thus, the proposed code is original and has the practical social implication values noted above.

Details

International Journal of Law and Management, vol. 55 no. 1
Type: Research Article
ISSN: 1754-243X

Keywords

Article
Publication date: 6 August 2019

Aamir Abbas, Qasim Ali Nisar, Mahmood A. Husain Mahmood, Abderrahim Chenini and Ahsan Zubair

Islamic marketing ethics focus on the principles of equity, justice and value maximization for the welfare of society. These ethics play a vital role in elevating the…

1412

Abstract

Purpose

Islamic marketing ethics focus on the principles of equity, justice and value maximization for the welfare of society. These ethics play a vital role in elevating the standards of customer behavior. The strategy of focusing customer is now considered as important element because of rapidly changing marketing trends in Islamic banks. Therefore, the purpose of this study is to find out the important features of Islamic marketing ethics and identify their effect on customer’s satisfaction in Islamic banking.

Design/methodology/approach

This study is descriptive and quantitative. Data were collected from 1000 customers of Islamic banks by applying convenient sampling technique. Smart PLS was used to check the scale validation by confirmatory factor analysis. To test the hypotheses, structural equation modeling technique was used.

Findings

Results enlightened that Islamic marketing ethics play a significant role in enhancing the customer’s satisfaction. Islamic banks should focus on marketing mix along with Islamic and ethical perspectives to improve the customer’s satisfaction level.

Practical implications

This study highlighted that Islamic marketing ethics have great impact on customer satisfaction. Therefore, Islamic banks need to concentrate on the ethical perspective of Islamic marketing in order to develop long term customer relationships. Islamic banks need to revise their marketing practices, and they should align their marketing tactics with ethical Islamic boundaries. They need to design, communicate and enforce the code of Islamic ethics within organizations.

Originality/value

This paper fulfills an identified need to study how Islamic marketing ethics effect customer satisfaction.

Details

Journal of Islamic Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 8 April 2022

Edi Suandi, Herri Herri, Yulihasri Yulihasri and Syafrizal Syafrizal

This paper aims to investigate the influence of Islamic marketing ethics and convergence marketing on competitive advantage and bank performance.

Abstract

Purpose

This paper aims to investigate the influence of Islamic marketing ethics and convergence marketing on competitive advantage and bank performance.

Design/methodology/approach

This study is based on a survey of 204 Indonesian branch managers from the Islamic banking industry. Results were produced with the partial least square approach.

Findings

Results revealed that Islamic marketing ethics and convergence marketing have sufficient confidence to have significant influences on competitive advantage, producing a positive association with a competitive advantage. However, Islamic marketing ethics and convergence marketing did not influence bank performance directly. Competitive advantage positively mediated the relationship. Furthermore, organizational digital literacy did not moderate the relationship between convergence marketing and bank performance.

Research limitations/implications

This study contributes to the conceptualization of convergence marketing and the identification of its effects on competitive advantage and bank performance. The identification of convergence marketing in this dissertation contains dimensions of mobile, security, foreign currency, holistic and interactivity as different aspects from the steps of Islamic banks to digitize their services to the internet in a single application. The results also indicate that convergence marketing does not have a direct effect on bank performance but has an indirect effect through competitive advantage. Convergence marketing must first create a bank advantage over its competitors to have a good effect on bank performance.

Practical implications

This study offers many opportunities for Islamic bank marketers to improve performance. Many Islamic banks currently do not implement Islamic marketing ethics consistently and thoroughly. The results of this study encourage Islamic banks by showing that the more intensive and consistent they are in implementing Islamic marketing ethics, the better their competitive advantage and the higher the performance. This effort can be done in various ways, such as offering tariffs/ratios of services transparently to customers, not exaggerating the benefits of the products offered to distort customer expectations, building brands that can strengthen customer confidence in Islamic banks and only offering products and services with high-quality standards.

Limitation and future research

This study uses a sample of Islamic banking so that it is still limited to certain types of banks. Future research needs to conduct model testing in different contexts such as conventional banking. In addition, further research needs to use the capabilities or capabilities of bank IT as a moderator in the effect of convergence marketing on bank performance. Future research also needs to control for more variables and use a scale that is more complex than the binary scale (for example, the percentage of share ownership or territory in the scope of the province or district/city).

Originality/value

This research views the Islamic bank competitiveness through the lenses of Islamic ethical theory and convergence marketing theory.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 12 April 2021

Sheshadri Chatterjee, Sumana Chaudhuri, Georgia Sakka and Apoorva

The purpose of this paper is to discuss the evolution of the cross-disciplinary area of ethics and international marketing and to highlight the current and future scope of…

Abstract

Purpose

The purpose of this paper is to discuss the evolution of the cross-disciplinary area of ethics and international marketing and to highlight the current and future scope of research in this area.

Design/methodology/approach

The authors conducted a systematic literature review (SLR) of research papers from reputed journals which publish articles in this cross-disciplinary subject area. This paper especially investigates the perception, issues, concepts and theories used in ethics and international marketing. Scopus and Web of Science databases were primarily used to select the articles.

Findings

The paper highlights the importance of cross-disciplinary research in the areas of ethics and international marketing. The study also shows different kinds of research work published in this area between 1994 and 2020. Also, the study shows that the maximum research has been conducted in the USA and the UK. Finally, the paper also highlights the major theories that different authors have used in this interdisciplinary area.

Research limitations/implications

The paper does not discuss other complex areas of cross-disciplinary international marketing other than ethics and international marketing. The paper omits the literature from books, stand-alone nonindexed journals, etc. Also, the paper has only used the Web of Science and Scopus databases.

Practical implications

The study argues the importance of ethics in international marketing. The study also provides inputs to the international marketers so that they can successfully address the complex challenges in the cross-disciplinary area of ethics and international marketing. The study also helps marketers to rethink their approaches on international marketing ethics.

Originality/value

This may be one of the few studies in the cross-disciplinary area of ethics and international marketing. This paper can open avenues and influence other researchers to study the cross-disciplinary areas of marketing.

Details

International Marketing Review, vol. 38 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 12 June 2017

Murad Mohammed Al-Nashmi and Abdulkarim Abdullah Almamary

In an effort to build a useful conceptual framework that enhances understanding and permits practical application of ethics, this paper aims to understand the relationship…

1637

Abstract

Purpose

In an effort to build a useful conceptual framework that enhances understanding and permits practical application of ethics, this paper aims to understand the relationship and impact of Islamic marketing ethics on brand credibility. Nowadays, recognizing the ethical dilemmas associated with business is an important aspect of marketing strategy (Murphy et al. 2012). As known, the pharmaceutical industry has access to a deep pool of resources with the potential to maintain an esteemed reputation for offering innovative products that improve the public’s health and well-being (Kim and Ball, 2013). However, recent years have yielded several high-profile safety issues associated with particular medications along with a growing perception that pharmaceutical companies are unethical and drive up healthcare costs by prioritizing profits over consumer needs (USA Today/KFF/Harvard SPH, 2008). Therefore, the reputation of the pharmaceutical industry has been damaged with only 11 per cent of individuals considering pharmaceutical companies to be trustworthy (Harris Interactive Poll, 2010). Thus, the pharmaceutical industry in Yemen is the target of this paper and the relationship between its brands’ credibility and Islamic marketing ethics has been highlighted.

Design/methodology/approach

In a study of 106 respondents, exploratory and confirmatory factor analysis were conducted to understand the relationship, between brand credibility and Islamic marketing ethics. Correlation and regression analyses were performed to evaluate the hypothesized relationships between the variables.

Findings

Significant and positive relationships were confirmed between brand credibility and Islamic marketing ethics, namely, Annasihah, Al-Istiqamah, Al-E’etedal, Al-Ihsan, As-Sidq, Attaqwa and Al-Amanah. The eighth Islamic marketing ethic, Attasamoh, has been rejected.

Originality/value

The paper evaluates brand credibility in relation to Islamic marketing ethics in the pharmaceutical industry in Yemen. Islamic marketing ethics have been confirmed as a new variable that correlates with brand credibility and helps in boosting the level of credibility.

Details

Journal of Islamic Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 9 June 2020

Nathalia Christiani Tjandra, Lukman Aroean and Yayi Suryo Prabandari

This article aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics.

Abstract

Purpose

This article aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics.

Design/methodology/approach

The present study adopted a symbiotic ethical approach which combined normative and positive ethical approaches. The data was collected in Yogyakarta, Indonesia, from six focus groups and thirty photo elicitation interviews with a total of 71 participants.

Findings

The thematic analysis has identified six main themes, economic contribution of the tobacco industry, harmful nature of tobacco products, tobacco marketing targeting vulnerable groups, covering the danger of smoking, intention and integrity of tobacco marketers and infringement of law and social norms. Adopting the theoretical lens of utilitarianism, deontology, contractarianism and virtue ethics, the analysis illustrates that most participants believed that tobacco marketing practices in Indonesia are unethical.

Policy implications

The findings of the study were disseminated in a public engagement event to stakeholders in Yogyakarta. The findings influenced the development of No Smoking Area monitoring instrument and the introduction of “Free from Tobacco Advertisement in No Smoking Area” policy in Sleman Regency, Yogyakarta.

Originality/value

Indonesia, with its lenient regulatory environment, provides a unique setting for investigating public evaluation of the ethics of tobacco marketing. This is one of the first studies that investigates public evaluation of tobacco marketing ethics in Indonesia through the theoretical lens of utilitarianism, deontology, virtue ethics and contractarianism.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 11 March 2007

Patrick Barthel and Vera Ivanaj

Do Multinational Enterprises (MNEs) implement managerial strategies oriented towards Sustainable Development (SD) to respond to an essentially marketing issue? The article…

Abstract

Do Multinational Enterprises (MNEs) implement managerial strategies oriented towards Sustainable Development (SD) to respond to an essentially marketing issue? The article answers this question by showing that the commitment to SD implies an evolution of the marketing paradigm towards some more responsible marketing. More precisely, this commitment implies a vision of marketing in terms of competences, focusing mainly on the translation of SD values into customer benefits that might bring a lasting competitive advantage. It presupposes a genuine integration into the companies’ marketing strategies and implies that an essential boundary is set, satisfying customers and maintaining and improving the balance of the quality‐price‐services ratio in the commercial offer on the market.

Details

Multinational Business Review, vol. 15 no. 1
Type: Research Article
ISSN: 1525-383X

Keywords

Article
Publication date: 1 October 2005

Marylyn Carrigan, Svetla Marinova and Isabelle Szmigin

This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and…

23488

Abstract

Purpose

This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and current trends as a background for this special issue edition of International Marketing Review focusing on international marketing ethics.

Design/methodology/approach

The paper examines how ethics in international marketing have evolved and progressed towards the current “ethics era” and presents discussion surrounding the role and value of an ethical approach towards marketing in a global marketplace.

Findings

Essentially the paper argues that marketers should creatively embrace the complex challenges of the international marketplace by rethinking their approach to marketing ethics.

Originality/value

Gives an overview of the special issue.

Details

International Marketing Review, vol. 22 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 1 December 1997

C.P. Rao and Snusorn Singhapakdi

Discovers that services professionals, because of the nature of their marketing context, generally have more opportunity than other marketing professionals to engage in…

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Abstract

Discovers that services professionals, because of the nature of their marketing context, generally have more opportunity than other marketing professionals to engage in unethical behavior. Compares services marketing professionals with other marketing professionals on various components of marketing ethics. Finds the results generally indicate that members of the services profession do not differ from members of other marketing professions with respect to the components of ethics investigated.

Details

Journal of Services Marketing, vol. 11 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

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