Relationship marketing= Ethical marketing

Date of publication: November 1, 1996


The premise of this paper is that relationship marketing should be equated with ethical marketing. That is, ethical concepts are at the root of long term associations between companies. The field of virtue ethics is especially appropriate to this field. We propose that the virtues most consistent with relationship marketing are trust, commitment and diligence. Each are discussed in some depth along with both applications and future prospects.

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