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| Author: | Nill, A. L. Shultz, C. J. II |
| Title: | Marketing ethics across cultures: Decision-making guidelines and the emergence of dialogic idealism |
| Journal: | Journal of Macromarketing
1997 : FALL, VOL. 17:2, p. 4-19 |
| Index terms: | BUSINESS ETHICS CULTURE DECISION MAKING PHILOSOPHY EUROPE USA |
| Language: | eng |
| Abstract: | The article extends the macromarketing literature by discussing the relevance of culture to marketing ethics and by proposing decision-making guidelines for multifaceted, cross-cultural contexts. European and American cultural influences and perspectives are examined and used as illustrations. The intent is to provide fresh insights on the ethnocentrism vs. cultural relativism debate by offering contemporary translations to some classic arguments and by discussing contemporary European philosophical perspectives. |
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