Librería Samer Atenea
Librería Aciertas (Toledo)
Kálamo Books
Librería Perelló (Valencia)
Librería Elías (Asturias)
Donde los libros
Librería Kolima (Madrid)
Librería Proteo (Málaga)
Recently, it seems as if the general opinion about marketing has deteriorated,in particular due to broadly discussed scandals. At the same time, there hasbeen increased interest in corporate social responsibility and ethical conduct.Hence, this paper evaluates marketing activities with the help of an ethicaltheory as a normative basis, namely the Theory of Justice by John Rawls.The author, Julia Naskrent, first gives an introduction to the basic concepts ofethics and marketing. After justifying its use for the purpose of this paper,the Theory of Justice is operationalized in order to make it applicable for theactual analysis of marketing activities which is made in accordance with themarketing mix. At the end of the first part of the paper, a model of the mostimportant findings is presented and forms the basis for the second part.Here, ways to legitimize marketing activities are presented by demonstratingseveral instruments and initiatives companies can establish.Due to combining ethical theory and philosophy with practical marketingactivities, this paper is interesting for practitioners such as marketers, as wellas philosophers, scholars and economists.
