Lagos Business School, Pan-Atlantic University
Marketing instructors tend to pay little attention to ethical issues in marketing because few have the depth of understanding required to offer useful guidelines for managing ethical dilemmas (Kotler 2004; Elegido 2009). Understandably, the focus of marketing is not to enter into ethical squabbles associated with managing consumers but rather to understand and effectively organize to serve consumers. Yet, understanding consumers and their purchase behavior goes beyond collecting demographic data on consumer segments and organizing the marketing mix to serve those segments. It also involves ...