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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.

The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.

The study uses an autobiographical approach.

Most of the articles, research monographs and books that constitute this research and publishing efforts can be categorized into seven distinct, but related, research programs: channels of distribution; marketing theory; marketing’s philosophy debates; macromarketing and ethics; relationship marketing; resource-advantage theory; and marketing management and strategy. The value system that has guided these research programs has been shaped by specific events that took place in the author’s formative years. This essay chronicles these events and the origins and development of the seven research programs.

Chronicling the importance, origins and development of the seven research programs will hopefully motivate and assist other scholars in developing their own research programs.

In the early 1990s while working on my PhD in ethical green marketing, I was approached by my then Deputy Head of Department to write a module with a similar title. His argument was that current research should feed into current teaching. I was delighted with this request and prepared the module called ‘Marketing Ethics’. It was offered to the final-year students of under-graduate courses and proved to be a popular option especially amongst the law cohorts. At the time we had a flourishing business and law school that attracted large numbers of students locally, nationally as well as internationally. The module was later taught by me and a colleague with a keen interest in philosophy and as such the syllabus was modified to include philosophical as well as marketing aspects of ethics. However, the balance was maintained whenever possible. While on that particular subject, Schlegelmilch and Oberseder (2000) refer to almost 50 years of research into marketing ethics in their paper. With reference to the 1990s which coincides with the teaching of the above mentioned subject, they discovered 239 marketing ethics articles in 58 journals. That decade interestingly witnessed a move away from general marketing ethics topics to a focus on perhaps more specialist areas such as marketing education (e.g. Lane, 1995; Shannon & Berl, 1997), promotion (e.g. La Tour & Henthoren, 1994) and so forth. This at a glance highlights the growing importance of ethics in different shapes, forms and guises.

States that in the present era of global marketing, as more companies enter international markets, ethical problems are likely to increase. As companies and their managers deal with their counterparts in different countries, there is a need to understand the latter’s ethical decision‐making processes. Divergence in ethical behavior and attitudes of marketing professionals across cultures can be explained by, among other variables, differences in perceptions regarding the importance of ethics and social responsibility in achieving organizational effectiveness. This study investigates the variation in those perceptions among marketing professionals from Australia, Malaysia, South Africa, and the USA. The variation is explained by country differences (cultural differences, differences in the economic environment, and differences in legal/political environment), organizational ethical climate, and selected demographic characteristics of the marketer (gender and age).

The purpose of this study is to examine differences in the ethical decision‐making processes of Thai and American businesspeople, considering perceived moral intensity, corporate ethical values (CEV), and perceived importance of ethics.

Survey respondents were professional marketers in Thailand (n=605) and US (n=453). Results were analyzed using MANOVA and ANOVA. Scales have been used previously in the literature, so we report reliability.

American managers were more likely to perceive the unethical marketing behaviors to be more serious. American organizations were found to have higher CEV than Thai organizations. The results revealed no differences between the two groups of businesspeople, however, on their perceptions about the importance of ethics.

Limitations inherent in this research include the initial development of the development of the measurements in the US and some notable demographic differences between the samples.

As investment becomes more globalized, it is imperative that mangers understand that differing ethical perceptions can be a critical factor in working together successfully, and are occasionally an absolute limitations to establishing operations in a particular country.

The study should be especially useful to people who manage businesses in these two countries, but many of the implications will be valuable to anyone in international business situations, in dealing with differences in ethical perception.

The purpose of this paper was to address one of Spotswood et al.’s (2012) “uncomfortable questions”. The paper applies negative option marketing, the use of defaults as a behavioral engineering tool to shape choice, to social marketing and then uses the Hunt-Vitell (1986, 1993, 2006) Theory of Marketing Ethics to evaluate it against President Kennedy’s (1962) Consumer Bill of Rights and the American Marketing Association’s (2014) statement of marketing ethics.

A conceptual assessment of the ethics of negative option social marketing (NOSM) using the Hunt-Vitell (1986, 1993, 2006) Theory of Marketing Ethics as the evaluative framework.

When assessed using the Hunt-Vitell (1986, 1993, 2006) Theory of Marketing Ethics, NOSM possesses neither ethically sound means nor socially desirable ends.

This paper contributes to the emerging debate on the use of nudges in a social marketing context and is a partial response to Spotswood et al. (2012).

The development of the banking industry is encouraging increasingly fierce competition. In the face of banking competition, Islamic banks need to build customer loyalty by paying attention to ethical aspects. Ethics has an essential role in forming and preserve relationships between companies and customers in the long term. The measurement model of salesperson ethical behavior in this study was built using the Islamic-based marketing concept. This study aims to test empirical models of Islamic ethics-based salesperson behavior in increasing customer loyalty of Islamic banks through the aspect of customer trust.

Research data were obtained from 165 Islamic bank customers in the Central Java, Indonesia, using the purposive sampling method. Data analysis in this study uses structural equation modeling.

The study shows that the Islamic ethics-based salesperson behavior has a positive effect on customer trust in a salesperson, customers’ trust in Islamic banks and customer loyalty. Customer trust in a salesperson has positively and significantly influenced customer trust in Islamic banks and customer loyalty. Customer trust in Islamic banks has a positive and significant effect on customer loyalty.

This study’s results are expected to be used to reference maintenance salesperson in Islamic banking to behave based on Islamic principles. Islamic marketing principles need to be applied through salespersons behaving realistically (al-Waqi’iyyah) and humanistic concepts (insaniyyah). The application of Islamic ethics can limit and avoid deviant behavior from salespeople that is detrimental to consumers and organizations. The behavior of salespeople based on Islamic ethics will build consumer trust in both organizations and salesperson so that it has implications for consumer loyalty.

This paper provides new findings to understand Islamic banking consumer loyalty that focuses on Islamic ethical salesperson behavior point of view. This paper also presents a new measurement of research variables from an Islamic perspective in examining the role of Islamic ethics-based salesperson behavior toward banking customer loyalty. This study takes the object of research in Islamic banking that has different characteristics from conventional financial institutions.

This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing.

Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model.

The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty.

This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation.

By ensuring ethical codes, CSR and green marketing, firms can contribute to promoting the SDGs, and at the same time, achieving customer loyalty. Brand loyalty is further enhanced if customers see a firm to be practicing CSR.

The SDGs of sustainable production patterns, climate change and its impacts, and sustainably using water resources must become the focus of companies as they ultimately yield loyalty. Policymakers and society can design a policy to facilitate adoption of better ethical behavior and green marketing by firms as a way of promoting SDGs.

To the best of the authors’ knowledge, this study is the first to test the mediation effect of green marketing and CSR on how ethical behavior leads to brand loyalty. It is also one of the few papers to examine how SDGs can be promoted by businesses as stakeholders.

This study analyzes the marketing ethics decision‐making process of Middle‐Eastern marketers. In particular, it examines the relative influences of ethical perceptions, perceived importance of ethics, and age on ethical intentions of marketers in the Middle East. A self‐administered questionnaire was used as the data collection technique for this study. Perception of ethical problem and ethical intention were operationalized by means of two marketing ethics scenarios. Age of respondents was measured directly and perceived importance of ethics was measured by a scale that has been used a number of times in the literature. Convenience samples of marketers from three Middle‐Eastern countries, Egypt, Jordan and Saudi Arabia, were used in this study. The survey results generally indicate that a perceived ethical problem is a positive factor of a Middle‐Eastern marketer's ethical intention, as hypothesized. The results also support the hypothesis regarding the influence of perceived importance of ethics, that Middle‐Eastern marketers who perceive ethics to be important are more likely to have an ethical intention than Middle‐Eastern marketers who do not perceive ethics to be important. The research hypothesis regarding the influence of age, however, is not supported. Implications of the findings are discussed.