Ethics and international marketing: Research background and challenges

Marylyn Carrigan, Svetla Marinova, Isabelle Szmigin

    Research output: Contribution to journalReview articlepeer-review

    22 Citations (Scopus)


    Purpose This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and current trends as a background for this special issue edition of International Marketing Review focusing on international marketing ethics. Design/methodology/approach The paper examines how ethics in international marketing have evolved and progressed towards the current “ethics era” and presents discussion surrounding the role and value of an ethical approach towards marketing in a global marketplace. Findings Essentially the paper argues that marketers should creatively embrace the complex challenges of the international marketplace by rethinking their approach to marketing ethics. Originality/value Gives an overview of the special issue.

    Original languageEnglish
    Pages (from-to)481-493
    Number of pages13
    JournalInternational Marketing Review
    Issue number5
    Publication statusPublished - 1 Oct 2005


    • Customer satisfaction
    • Ethics
    • International marketing
    • Marketing

    ASJC Scopus subject areas

    • Business and International Management
    • Economics and Econometrics
    • Marketing


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