Murphy, Patrick E.2019-09-252019-09-252010-02-222008http://hdl.handle.net/20.500.12424/173912This paper focuses on ethical, not unethical, marketing. The rationale for this approach and a definition of ethical marketing are discussed initially. A model for ethical marketing based on the ethics of virtue is proposed and discussed during the balance of the paper. Four foundational virtues including trust, integrity, fairness and respect are examined. Of the four, trust is the variable most often studied in a marketing context. Integrity has been identified as a “super-virtue” for success in business and marketing. Fairness is essential for ethical marketing because the lack of fairness means that there is little chance for developing an ongoing marketing relationship. Respect is a virtue that is growing in importance in a global context because marketers must learn more about their consumers and respect their cultural and social views. Two additional virtues are suggested as facilitating virtues. They are empathy (placing oneself in the position of others) and transparency (openness). These virtues create the context in which the others can flourish. The paper concludes with thoughts on how ethical marketing can be successful in a global environment.engWith permission of the license/copyright holdertrade ethicsfairnessintegrityEconomic ethicsBusiness ethicsTrade ethicsPreprint