ABSTRACT
The main assumption underlying this chapter is that marketing can give an important contribution to business ethics in general at all levels of critique. Marketers are often criticized in discussions about business ethics. Common critiques are that they manipulate consumers to buy things that they do not need, creating desire for frivolous products. The discussion about the dark side of traditional marketing techniques has been dealt with in other chapters; here we will focus, however, on how to use traditional marketing knowledge to promote social issues that may contribute to company social responsibility and to business ethics in general.
