Ethical conflicts in marketing

Arguments in favour of marketing:

  • Stimulates consumption
  • Benefits the economy
  • Improves living standards
  • Encourages efficiency and innovation

Arguments against marketing:

  • Focused on profit
  • Can have undesirable outcomes
  • Encourages materialism
  • Can have negative environmental impacts
  • Disadvantages some consumers
  • Power is in the hands of marketers

A useful diagram to refer to when considering ethical conflicts in marketing is Corey’s (1996) ‘Force Field’. This diagram illustrates some of the conflicting pressure marketing managers have to face, and is on page 17 of the B324 Block 2 course book.

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