1. Ethical frameworks for decision making
Traditionally utilitarian approach
Professional codes of conduct
American Marketing Association
Esomar (
British code of advertising practice (
ITC code (

2. Ethical frameworks for decision making
Laczniak’s framework (1983) (Ross 1930; Garrett 1966)
Laczniak,G.R. (1983) Framework for analysing marketing ethics, Journal of Macromarketing 3(1), pp7-18. This can also be found in the ‘Marketing Classics’ text by Enis, Cox and Mokwa.

3. Ethical frameworks for decision making
Garrett (1966) 3 elements:
what we intend
how we carry out the intention
what happens
Laczniak and Murphy (1993) – conflict between stakeholders
Smith (1995); Nantel and Weeks (1996)

4. Ethical frameworks for decision making
Craig Smith (1995) Marketing strategies for the Ethics era, Sloan Management Review
Marketing Ethics Continuum
Caveat Emptor
Industry Practice
Ethics codes
Consumer Sovereignty
The Consumer Sovereignty Test (Fig 3 Smith and Quelch, p30)
capability
information
choice

5. Ethical frameworks for decision making
Caveat Venditor
- Limitations to Smith’s ethical framework
The Ethics gap
Laczniak
societal expectation/ethical reality gap
professional expectation/ethical reality gap
Summary