ABSTRACT
This chapter provides a “bridge” between the fi rst two chapters, which focused on the conceptual aspects of ethical marketing, and Parts II, III and IV that present multiple case situations for discussion and analysis. The intention of Chapter 3 is to provide students with two analytical approaches that might be utilized in preparing an evaluation of subsequent cases. Your authors have developed a template for case analysis that is fi rmly rooted in the basic propositions (BPs) discussed in the fi rst two chapters. In fact, our model is organized according to the seven stages that were presented for BP7. We should add that some classroom and/or online instructors will prefer mainly to discuss the questions that are included for every case. We would caution students that even if the questions at the end of the case do not seem to have an explicit ethical theory focus, the BPs in Chapters 1 and 2 should be reviewed before answering the questions.
