Ethical guidelines for marketing practice: A reply to Gaski & some observations on the role of normative marketing ethics

Gaski (1999) is critical of marketing ethics and suggests that its ethical guidelines amount to no more than "obey the law" and "act in your self-inte rest". This reply questions Gaski's critique and clarifies possible misconc eptions about the field that might otherwise result. It identifies the limi tations and assumptions of Gaski's argument and shows that there are except ions to his central proposition even when narrowly circumscribed. It is not disputed that there is merit to reminding managers of their obligations to obey the law and to act in their enlightened self-interest. However, altho ugh fulfilling these obligations is generally a necessary requirement for g ood conduct, it is not sufficient. There are situations where ethics demand s more of marketing managers than "obey the law" and "act in your self-inte rest". In addition, managers may face situations where ethics, the law and self-interest are inconsistent. The article incorporates observations on th e role of normative marketing ethics, including the requirement to develop ethical theory for marketing as well as ethical guidelines.