ABSTRACT
Ethical issues are ever-present within the field of marketing. In today's rapidly evolving business environment, we find that many marketing professionals are ill-equipped to deal with the ethical challenges they face. This entry explores the complex ethical issues that arise in marketing, by categorizing them into the four functional areas of marketing (price, product, place, and promotion). The discussions within each of the “4 Ps” of marketing are then investigated from both a positive and normative perspective. By adopting this approach, the authors are able to highlight common ethical issues in marketing using real-world examples and provide a framework for readers to consider when dealing with ethical dilemmas. The conceptual insights and ethical frameworks found in this entry make it a valuable resource for practitioners, students, and academicians.
