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Marketing Ethics & Society

Marketing Ethics & Society

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Business Ethics

October 2015 | 320 pages | SAGE Publications Ltd
Marketing, while essential to organisational success, is arguably one of the most controversial aspects of business management. Criticisms of marketing’s impact range from fostering materialism and unsustainable consumption patterns through to the use of deception, stifling of innovation and lowering of  quality, to name but a few. Taking a holistic and international perspective, this book critically examines the ethical challenges marketing faces and explores strategies marketers can use to respond to those challenges.


The book examines specific aspects of marketing activities, such as ethical considerations in relation to young consumers, potentially harmful products and criticism of the societal impact of medical, arts and tourism marketing activities.  It then combines these with wider discussions of frameworks that enable marketers to respond to ethical challenges, supplemented by discussions of cross-cultural and international perspectives, consumer responses and ethical consumption movements as well as shifting historical perceptions of marketing ethics.

The book is accompanied by a companion website including: PowerPoint slides and teaching notes per chapter, links to free SAGE journal articles and online videos selected per chapter by the authors, quizzes per chapter and links to further reading online.

Lynne Eagle
Chapter 1: Introduction to Marketing Ethics and Society
Lynne Eagle, Stephan Dahl and David R. Low
Chapter 2: Criticisms of Marketing
Stephan Dahl and Fannie Yeung
Chapter 3: Contrasting Perspectives on Marketing Ethics
Lynne Eagle and Stephan Dahl
Chapter 4: Ethical Issues in Marketing Relationships
Stephan Dahl
Chapter 5: Ethics in New Media
Stephan Dahl and Nadine Wähning-Orga
Chapter 6: Ethical Consumption
Stephan Dahl and Lynne Eagle
Chapter 7: Marketing to Young and Vulnerable Consumer Groups
Lynne Eagle, Debra M. Desrochers, Stephan Dahl, Tracey Mahony and David Low
Chapter 8: Promotion of Harmful Products
Mustafa Ebrahimjee, Stephan Dahl and Lynne Eagle
Chapter 9: Lifestyle, Health and Pharmaceutical Marketing
Lynne Eagle, Tracey Mahony and Stephan
Chapter 10: Tourism, Heritage, Cultural, Arts and Cause-Related Marketing
Lynne Eagle, Stephan Dahl and David Low
Chapter 11: Ethics in Social Marketing
Stephan Dahl and Kathleen Mortimer
Chapter 12: Legislation, Regulation and Ethics


Click for online resources

Lecturer Resources

  • PowerPoint slides
  • Tutor’s manual

Student Resources

  • Multiple choice questions 
  • SAGE journal articles 
  • SAGE Pinterest marketing pins
  • Link to author blog 

This class it was intended for (Retailing Across Cultures) is currently on hold due to restructuring. I do like the book, though, and might still adopt it at a later time.

Ms Anja Reicherstorfer
Language Center, Technische Hochschule Ingolstadt
October 16, 2015

Excellent theoretical approach to social media. Most appropriate for postgraduate students

Ms rosie Hand
School of Marketing, Dublin Institute of Technology
February 29, 2016

I teach a module on fashion brand management and find it essential to look into marketing ethics. This book is an excellent supplemental read for understanding ethics, consumption and hence questions of sustainability in any industry. The intermittent case studies are also very helpful.

Ms Olga Mitterfellner
Mode Management, Mediadesign Hochschule
August 26, 2015

This textbook provides students with a very good overview of the topic of ethics and the relationship between marketing and society.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
September 19, 2015

Sage College Publishing

You can purchase this book and request an instructor sample on our US College site:

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This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.