Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas.
Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good.
By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.
Table of Contents
Part I: Introduction 1. The Common Good: The Enduring Effort to Re-Center Marketing (Patrick E. Murphy) 2. A Larger View of Marketing: Marketing's Contributions to Society (William L. Wilkie and Elizabeth S. Moore) Part II: Societal Aspects of Marketing and Consumption 3. Slouching toward Utopia: When Marketing is Society (John F. Sherry, Jr.) 4. The Case for Clarity (Joel E. Urbany) 5. How Marketing Serves the Common Good (John F. Gaski and Michael J. Etzel) 6. Social Issues in Marketing (Yusaku H. Furuhashi and E. Jerome McCarthy) Part III: Catholic Social Thought Issues in Marketing 7. Caritas in Veritate: Updating Catholic Social Teaching for Responsible Marketing Strategy (Gene R. Laczniak, Thomas A. Klein and Patrick E. Murphy) 8. A Commentary on Catholic Social Teaching and 'Wanting the Right Things' (Timothy J. Gilbride) Part IV: Sustainability Issues in Marketing 9. Consumption in the Un-Commons: The Case for Re-Claiming the Commons as Unique Markets (Ron Nahser) 10. Marketing’s Contributions to a Sustainable Society (Jenny Mish and Alexandria Miller) 11. Creative Destruction and Destructive Creations: Environmental Ethics and Planned Obsolescence (Joseph P. Guiltinan) Part V: Public Policy Issues in Marketing 12. Childhood Obesity: Marketing to Kids (Elizabeth S. Moore) 13. Firearms and the Common Good: A Meaningful Discussion about Solutions (Kevin D. Bradford) 14. Notre Dame and the Federal Trade Commission (Patrick E. Murphy and William L. Wilkie) Part VI: Ethical Issues in Marketing 15. From Twins to Strangers: Considerations of Paired Kidney Donation across Gift and Market Economies (Tonya Bradford) 16. Ethics in Selling: A Case Oriented, Stakeholder-Focused Approach (John A. Weber) 17. Discerning Ethical Challenges for Marketing in China (Georges Enderle and Qibin Nui) Part VII: Conclusion 18. Can we get there from here?: Charting the Contours of the Common Good (John F. Sherry, Jr.) 19. Afterword (John J. Kennedy)
Patrick E. Murphy is Professor of Marketing at the Mendoza Business School, Notre Dame University, USA. Patrick specializes in marketing and business ethics issues and his recent work has focused on normative perspectives for ethical and socially responsible marketing, distributive justice as it relates to marketing decision making, emerging ethical concerns in advertising, stakeholder theory, and marketing as well as ethics and corporate social responsibility for marketing in a global marketplace
John F. Sherry, Jr. is Herrick Professor of Marketing and Chairman of the Department at the Mendoza Business School, Notre Dame University, USA. John is an anthropologist who studies the sociocultural and symbolic dimensions of consumption, and the cultural ecology of marketing. His recent work has focused on experiential retailing, holistic branding, and consumption aesthetics. Among his current project is a study of the social rituals involved in tailgating during football games
"This thought-provoking, interdisciplinary collection of essays primarily by Notre Dame faculty explores marketing through an ethical lens. The book addresses four major topic areas: societal aspects of marketing and consumption; social and ethical thought; sustainability; and public policy issues. Specifically, the essays center on how marketing affects society, and they are broken down into separate parts that cover the societal aspects of marketing and consumption, Catholic social thought issues in marketing, and sustainability, public policy, and ethical issues in marketing. While each article is a separate piece of research by individual faculty members, collectively the essays spotlight pressing issues of marketing that should not be ignored, but rather highlighted by marketing educators. By exploring the wider relationship of marketing within the ethical and moral economy and its implications for the common good, the essays would be appropriate as supplemental readings for both upper-level marketing undergraduates and graduate students. Summing Up: Recommended. Upper-division undergraduates and above." --N. E. Furlow, Marymount University, CHOICE January 2015