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• W2887088892 abstract "This essay highlights the importance of normative thinking in marketing ethics and proposes avenues for future research. It begins with contrasting positive and normative ethics. Then, a brief discussion of the literature in the field is included. Arguments offered by those who tend to avoid normative analysis are examined. Four types of normative ethical theories are presented: consequentialism, duty-based ethics, contract-based morality, and virtue ethics. The essay concludes with seven future research directions for normative marketing ethics and customer-brand relationships." @default.
• W2887088892 created "2018-08-22" @default.
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• W2887088892 date "2019-02-01" @default.
• W2887088892 modified "2023-10-18" @default.
• W2887088892 title "The role of normative marketing ethics" @default.
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• W2887088892 doi "https://doi.org/10.1016/j.jbusres.2018.07.036" @default.
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