Relationship marketing as an ethical approach: Philosophical and managerial considerations

Management Decision

Volumn 37, Issue 7, 1999, Pages 573-581

  Kavali, Stella G ^a   Tzokas, Nikolaos X ^a   Saren, Michael J ^a  

^a UNIVERSITY OF STRATHCLYDE   (United Kingdom)

Author keywords

Decision making; Marketing ethics; Relationship marketing

Indexed keywords

EID: 84986021404     PISSN: 00251747     EISSN: None     Source Type: Journal    
DOI: 10.1108/00251749910285746     Document Type: Article

References (57)

1. Armstrong, W.R. (1992), “An empirical investigation of international marketing ethics: problems encountered by Australian firms”, Journal of Business Ethics, Vol. 11, pp. 161-71.
2. Armstrong, W.R. and Sweeney, J. (1994), “Industry type, culture, mode of entry and perceptions of international marketing ethics problems: a cross-cultural comparison”, Journal of Business Ethics, Vol. 13, pp. 775-85.
3. Barnes, J.G. (1994), “Close to the customer: but is it really a relationship?”, Journal of Marketing Management, Vol. 10, pp. 561-70.
4. Bartels, R.A. (1967), “A model for ethics in marketing”, Journal of Marketing, Vol. 31, January, pp. 20-6.
5. Baumhart R.C. (1961), “How ethical are businessmen?”, Harvard Business Review, Vol. 39, July-August, pp. 6-19.
6. Beale, H. and Dugdale, T. (1975), “Contracts between businessmen: planning and the use of contractual remedies”, British Journal of Law and Society, Vol. 2, pp. 45-60.
7. Blois, K.J. (1996), “Relationship marketing in organisational markets: when is it appropriate?”, Journal of Marketing Management, Vol. 12, pp. 161-73.
8. Brenner, S.N. and Molander, E.A. (1977), “Is the ethics of business changing?”, Harvard Business Review, Vol. 55, January-February, pp. 57-71.
9. Buttle, F. (1996), “Relationship marketing”, in Buttle, F. (Ed.), Relationship Marketing: Theory and Practice, Paul Chapman Publishing Ltd, London, pp. 1-16.
10. Byrne, J.A. (1988), “Businesses are signing up for ethics 101”, Business Week, 15 February, pp. 56-7.
11. Cadbury, A. (1987), “Ethical managers make their own rules”, Harvard Business Review, September-October, pp. 69-73.
12. Camenish, F.P. (1991), “Marketing ethics: some dimensions of the challenge”, Journal of Business Ethics, Vol. 10, pp. 245-8.
13. Chonko, L.B. and Hunt, S.D. (1985), “Ethics and marketing management: an empirical examination”, Journal of Business Research, Vol. 13, August, pp. 339-59.
14. Christopher, M., Payne, A. and Ballantyre, D. (1991), Relationship Marketing, Butterworth-Heinemann Ltd, Oxford.
15. Deighton, J., Peppers, D. and Rogers, M. (1994), “Consumer transaction databases: present status and prospects”, in The Marketing Information Revolution, Harvard Business School Press, Boston, MA, pp. 58-79.
16. Ferrell, O.C. and Gresham, G.L. (1985), “A contingency framework for understanding ethical decision making in marketing”, Journal of Marketing, Vol. 49, Summer, pp. 87-96.
17. Ferrell, O.C. and Weaver, K.M. (1978), “Ethical beliefs of marketing managers”, Journal of Marketing, July, pp. 69-73.
18. Fritzsche, D.J. (1988), “An examination of marketing ethics: role of the decision-maker – consequences of the decision, management position, and sex of the respondent”, Journal of Macromarketing, Fall, pp. 29-39.
19. Gaedeke, R.M., Kelley, C.A. and Tootelian, D.H. (1993), “Practitioners’ perceptions of ethical standards in marketing: an empirical investigation”, Journal of Professional Services Marketing, Vol. 8 No. 2, pp. 11-26.
20. Grönroos, C. (1994a), “From marketing mix to relationship marketing: towards a paradigm shift in marketing”, Management Decision, Vol. 32 No. 2, pp. 4-20.
21. Grönroos, C. (1994b), “Quo vadis, marketing? toward a relationship marketing paradigm”, Journal of Marketing Management, Vol. 10, pp. 347-60.
22. Gummesson, E. (1987), “The new marketing: developing long-term interactive relationships”, Long Range Planning, Vol. 20 No. 4, pp. 10-20.
23. Gummesson, E. (1994), “Making relationship marketing operational”, International Journal of Science Management, Vol. 5 No. 5, pp. 5-20.
24. Gummesson, E. (1996), “Relationship marketing: the Emperor's New Clothes or a paradigm shift?”, in Research Methodologies for the New Marketing, ESOMAR Publication Series, Amsterdam, Vol. 204, pp. 3-19.
25. Gummesson, E. (1997), “Relationship marketing as a paradigm shift: some conclusions from the 30R approach”, Management Decision, Vol. 35 No. 3/4, April-March, pp. 267-73.
26. Gundlach, G.T. and Murphy, P.E. (1993), “Ethical and legal foundations of relational marketing exchanges”, Journal of Marketing, October, Vol. 57, pp. 35-46.
27. Harker, M. (1998), “Relationship marketing defined? An examination of current relationship marketing definitions”, Proceedings of the UK Academy of Marketing Doctoral Colloquium, July, Sheffield Metropolitan University, UK.
28. Heide, J.B. (1994), “Interorganisational governance in marketing channels”, Journal of Marketing, Vol. 58, January, pp. 71-58.
29. Hunt, S.D. and Chonko, L.B. (1984), “Marketing and Machiavellianism”, Journal of Marketing, Vol. 48, Summer, pp. 30-42.
30. Hunt, S.D. and Vitell, S. (1986), “A general theory of marketing ethics”, Journal of Macromarketing, Vol. 6, Spring, pp. 5-16.
31. Jones, T.M. (1991), “Ethical decision making by individuals in organisations: an issue-contingent model”, Academy of Management Review, Vol. 16, pp. 366-95.
32. Kaikati, J.G. and Label, W.A. (1980), “American bribery legislation: an obstacle to international marketing”, Journal of Marketing, Vol. 44, Fall, pp. 38-43.
33. Kotler, P. (1994), Marketing Management, 8th ed., Prentice-Hall International, Inc.
34. Laczniak, G.R. (1993), “Marketing ethics: onward toward greater expectations”, Journal of Public Policy and Marketing, Vol. 12 No. 1, Spring, pp. 91-6.
35. Laczniak, G.R. and Murphy, P.E. (Eds) (1993), Ethical Marketing Decisions: The Higher Road, Allyn and Bacon.
36. Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58, July, pp. 20-38.
37. Munson, C.L., Rosenblatt, M.J. and Rosenblatt, Z. (1999), “The use and abuse of power in supply chains”, Business Horizons, Vol. 42 No. 1, January-February, pp. 55-68.
38. Murphy, E.P. (1995), “Top managers’ views on corporate ethics”, Irish Marketing Review, Vol. 8, pp. 61-72.
39. Murphy, E.P. and Laczniak, G.R. (1981), “Marketing ethics: a review with implications for managers, educators and researchers”, in Review of Marketing, American Marketing Association, Chicago, pp. 251-66.
40. Murphy, E.P., Wood, G. and Laczniak, G.R. (1996), “Relationship marketing = ethical marketing”, in Research Methodologies for the New Marketing, Vol. 204, ESOMAR Publication Series, Amsterdam, pp. 21-40.
41. O'Malley, L., Patterson, M. and Evans, M. (1997), “Intimacy of intrusion? The privacy dilemma for relationship marketing in consumer markets”, Journal of Marketing Management, Vol. 13, pp. 541-9.
42. Preece, S., Fleisher, C. and Toccacelli, J. (1995), “Building a reputation along the value chain at Levi Strauss”, Long Range Planning, Vol. 28 No. 6, pp. 88-98.
43. Ravald, A. and Grönroos, C. (1996), “The value concept and relationship marketing”, European Journal of Marketing, Vol. 30 No. 2, pp. 19-30.
44. Reidenbach, R.E. and Robin, P.D. (1988), “Some initial steps toward improving the measurement of ethical evaluations of marketing activities”, Journal of Business Ethics, Vol. 7, pp. 871-9.
45. Robin, P.D. (1980), “Value issues in marketing”, in Lamb, W.C. and Dunne, M.P. (Eds), Theoretical Developments in Marketing, American Marketing Association, Proceeding Series.
46. Saren, M.J. and Tzokas, N.X. (1998), “Some dangerous axioms of relationship marketing”, Journal of Strategic Management, Vol. 6, pp. 187-96.
47. Sheth, J.N. and Parvatiyar, A. (1995), “The evolution of relationship marketing”, International Business Review, Vol. 4 No. 4, pp. 397-419.
48. Sheth, J.N., Gardner, D.M. and Garrett, D.E. (1988), Marketing Theory: Evolution and Evaluation, Wiley, New York, NY.
49. Smith, N.C. (1995), “Marketing strategies for the ethics era”, Sloan Management Review, Summer, pp. 85-97.
50. Takala, T. and Uusitalo, O. (1996), “An alternative view of relationship marketing: a framework for ethical analysis”, European Journal of Marketing, Vol. 30 No. 2, pp. 45-60.
51. Toffler, B. (1986), Tough Choices: Managers Talk Ethics, John Wiley & Sons Inc.
52. Trevino, L.K. and Youngblood, S.A. (1990), “Bad apples in bad barrels: a causal analysis of ethical decision-making behaviour”, Journal of Applied Psychology, Vol. 75, pp. 378-85.
53. Victor, B. and Cullen, J.B. (1988), “The organisational bases of ethical work climates”, Administrative Science Quarterly, Vol. 33, pp. 101-5.
54. Waters, A.J., Bird, F. and Chant, D.P. (1986), “Everyday moral issues experienced by managers”, Journal of Business Ethics, Vol. 5, pp. 373-84.
55. Weaver, K.M. and Ferrell, O.C. (1977), “The impact of corporate policy on reported ethical beliefs and behaviour of marketing practitioners”, in Greenberg, B.A. and Bellenger, D.N. (Eds), Contemporary Marketing Thought, American Marketing Association, Chicago, pp. 477-81.
56. Webster, F.E. (1992), “The changing role of marketing in the corporation”, Journal of Marketing, Vol. 56, October, pp. 1-17.
57. Wiley, C. and Nixon, J. (1993), “Marketing: the target of ethical dilemmas”, Journal of Professional Services Marketing, Vol. 8 No. 2, pp. 5-10.