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The technological opportunities are obviously highly appealing for Marketers to explore and use extensively and intensively. However, we suggest that exploiting all these opportunities can be a threat to marketing performance in the long run. Technology has no inherent morality and the way in which it is utilized is what really matters. In this matter, both the deontological as well as the utilitarian view of ethics (Bergman 1997) apply. Paying close attention to the ethical aspects of the use of web-based technologies in marketing might constitute a differentiating force for proactive firms.
In a first section, we will discuss current marketing practices on the Internet and propose 7 criteria for judging the ethicalness of marketing practices...
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Common topics in this essay:
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