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An ethical basis for relationship marketing: a virtue ethics perspective

Patrick E. Murphy (Institute for Ethical Business Worldwide, Mendoza College of Business, University of Notre Dame, Notre Dame, Indiana, USA)
Gene R. Laczniak (Marquette University, Milwaukee, Wisconsin, USA)
Graham Wood (School of Management, University of Salford, Salford, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 20 January 2007

20946

Abstract

Purpose

The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.

Design/methodology/approach

The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table.

Findings

The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure.

Researchlimitations/implications

The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed.

Practical implications

Several European and American companies that currently practice ethical relationship marketing are discussed.

Originality/value

Although relationship marketing has been studied for a number of years by many scholars, the ethical basis of it has not been thoroughly examined in any previous work.

Keywords

Citation

Murphy, P.E., Laczniak, G.R. and Wood, G. (2007), "An ethical basis for relationship marketing: a virtue ethics perspective", European Journal of Marketing, Vol. 41 No. 1/2, pp. 37-57. https://doi.org/10.1108/03090560710718102

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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