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.
- Customer satisfaction
- International marketing
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics