Lynne Eagle & Stephan Dahl 
The SAGE Handbook of Marketing Ethics 

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices.



Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions.

PART 1: Foundations of Marketing Ethics

PART 2: Theoretical and Research Approaches to Marketing Ethics

PART 3: Marketing Ethics and Social Issues

PART 4: Issues in Consumer Ethics

PART 5: Ethical Issues in Specific Sectors

PART 6: Ethical Issues in the Marketing Mix

PART 7: Concluding Comments and Reflections

Table des matières

Part 1: Foundations of Marketing Ethics

Chapter 1: Introduction to Marketing Ethics – Lynne Eagle, Stephan Dahl, Patrick De Pelsmacker, & Charles R. Taylor

Chapter 2: Internal and external drivers of an ethical international marketing strategy: Implications on reputational advantage and performance – Leonidas C. Leonidou, Bilge Aykol, & Pantelitsa Eteokleous

Part 2: Theoretical and Research Approaches to Marketing Ethics

Chapter 3: Cross-cultural and religious perspectives on marketing ethics – Charles R. Taylor & Mivena Panteqi

Chapter 4: An Interdisciplinary View of Marketing Ethics – Dominik Mahr, Martina Caic, & Gaby Odekerken-Schröder

Chapter 5: Conducting Ethical Research in Marketing – Mathieu Alemany Oliver

Chapter 6: Female Sexualisation and Objectification in Advertising: Research Insights and Future Research Agenda for Advertising Ethics – Caroline Moraes, Solon Magrizos, & Lucy Hebberts

Chapter 7: Parental mediation of children′s exposure to online media and advertising – Patrick De Pelsmacker, Kristien Daems, & Ingrid Moons

Part 3: Marketing Ethics and Social Issues

Chapter 8: Marketing to vulnerable consumers – Brian Young

Chapter 9: Cross-cultural and sub-cultural issues in marketing ethics – Daniel E. Palmer

Chapter 10: Stereotyping in Marketing – Martin Eisend & Sofiia Kanevska

Chapter 11: Cultural Appropriation – Ann-Marie Kennedy & Marian Makkar

Chapter 12: Appearances Matter: The Impact of Unattainable Idealizations of an Individual′s Physical Self – Lynne Eagle & Rachel Hay

Chapter 13: Ethical Issues in Marketing to the LGBT Community: of becoming visible and being targeted – Stephan Dahl

Chapter 14: Ethical Perspectives on Sustainability in Marketing – Mark Peterson

Part 4: Issues in Consumer Ethics

Chapter 15: Circular economy and sustainable consumption: Suggestions for ethical marketing – Johan Jansson

Chapter 16: Sustainability Marketing: Products, Fairtrade, and Greenwashing – Caroline Oates

Chapter 17: Business-to-Business (Industrial) Marketing Ethics – Ross Brennan

Chapter 18: Ethics of Social Marketing and Non-Profit/Charity Marketing – Krzysztof Kubacki & Natalia Szablewska

Chapter 19: Ethical Issues in Tourism – Tazim Jamal & Seunghoon Lee

Chapter 20: Social Causes, Consumer Activism and Human Rights – Natalia Szablewska, Tanja Kamin & Krzysztof Kubacki

Part 5: Ethical Issues in Specific Sectors

Chapter 21: Ethics and Corporate Social Responsibility – Karla Gower

Chapter 22: Ethics in Financial Products Marketing – Michelle Cull, Suzan Burton, & Regan Lam

Chapter 23: Consumer and Marketing Ethics: A Case of the Fashion Industry – Srikant Manchiraju & Amrut Sadachar

Chapter 24: Ethical Considerations for Pharmaceutical Marketing – Christian Lolk & Charles R. Taylor

Chapter 25: Ethical Marketing of Harmful Products: Sugar, Alcohol and Tobacco – Karmen Lužar, Steven Greenland, & David Low

Chapter 26: Food Marketing Ethics – Morven G. Mc Eachern

Chapter 27: Ethical Aspects of Digital (e Health and m Health) Marketing – Isabell Koinig, Sandra Diehl, & Ralf Terlutter

Part 6: Ethical Issues in the Marketing Mix

Chapter 28: Product and Branding Ethics – Béatrice Parguel & Elisa Monnot

Chapter 29: The Ethics of Pricing – Juan Manuel Elegido

Chapter 30: Personalization in digital marketing: implementation strategies and the corresponding ethical issues – Roseline van Gogh, Michel Walrave, & Karolien Poels

Chapter 31: Digital Marketing and Social Media – Annmarie Hanlon

Chapter 32: Ethics within Sponsorship – Nicolas Chanavat & Guillaume Bodet

Chapter 33: The Sales Ethics Subculture – Greg W. Marshall, O.C. Ferrell, Victoria Bush, Mark W. Johnston, & Linda Ferrell

Chapter 34: Ethics in Public Relations – Peter Neijens

Part 7: Concluding Comments and Reflections

Chapter 35: Ethics and New Media, A Double-Edged Sword: A Case Study of Digital Marketing Adoption in the Charity Sector – Brendan James Keegan & Lee Smorthit

Chapter 36: Marketing Ethics and Regulation of Marketing Activity: The Role of Government and Industry – Lynne Eagle, Stephan Dahl, Patrick De Pelsmacker, & Charles R. Taylor

Chapter 37: Concluding Comments Regarding the Challenges of Marketing Ethics – Patrick De Pelsmacker, Lynne Eagle, Stephan Dahl, & Charles R. Taylor

A propos de l’auteur

Charles R. Taylor is John A. Murphy Professor of Marketing, Villanova University School of Business, USA.  Taylor is Editor-in-Chief of the International Journal of Advertising and is a regular contributor to Forbes.com.  His research interests include advertising effectiveness, global marketing and advertising, Super Bowl advertising, and marketing and public policy issues, as well as advertising ethics. He has published in numerous journals and has won the Ivan Preston Award for Outstanding Contribution to Research from the American Academy of Advertising and the Flemming Hansen Award for Outstanding Contribution to the Advertising Field from the European Academy of Advertising.