【正文】 theless 問題，如誤導(dǎo)性廣告， unsafeand有害產(chǎn)品，濫用權(quán)力的分銷渠道，和唯物主義宣傳的方式， 這是 1950年的主要 ethicaconcerns 的，仍然是嚴(yán)重的問題，今天，哈勒法世紀(jì)后（科 特勒 2020。最近，營銷倫理的基礎(chǔ)上，既 thesestreams，應(yīng)用規(guī)范性指導(dǎo)道德 andpolitical 哲學(xué) （如道義，社會 contractstheory，和美德理論）到更復(fù)雜的 understandingof營銷倫理決策的描述性研究基地processprovided（鄧菲等。 隨后， oftheoretical 營銷模式發(fā)展的道德決策 makinginaugurated 的研究描述流（費雷爾 andGresham 1985。 2020年，第 17）。 該獎學(xué)金的現(xiàn)行做法的有效性可能會受到限制 tomarketing由 prevailingapproach市場營銷道德，從而容易從市場到 separateethical 分析疊加現(xiàn)有的營銷理論等例析頂部，而不是 integratingit。 倫理。 新興servicedominant（職務(wù)）的營銷邏 輯的，因為盧施提出 Vargoand，是作為一個趨勢的實例探討的方式 tomarketing，克服這一點。 Naylor, G. (2020). The role of professionalism in determining job satisfaction in professional services: A study of marketing researchers. Journal of Service Research, 3(4), 321. Brenkert, G. G. (1998). Marketing to innercity blacks: Powermaster and moral responsibility. Business Ethics Quarterly, 8(1), 1–18. Carter, C. R. (2020). Precursors of uhical behavior in global supplier management. Journal of Supply Chain Management, 36(1), 45. Chaudhuri, A., amp。 S. L. Vargo (Eds.), The servicedominant logic of marketing: Dialog, debate, and directions. Armonk: . Sharpe. Barwise, P., amp。 As noted in the paper, little attention has been paid to business risk in marketing. Researchers could explore what kinds of marketing actions lead to increases or decreases in cash flow volatility. This would facilitate further quantification of the potential impact of uhical behavior.amp。 this proposition can be empirically tested, . by measuring whether the level of marketing managers‘ agreement with the tes of the SD logic correlate with fewer perceived ethical tensions. amp。 Porter andKramer 2020).At a practical level, the partmentalization of marketingethics makes ethical issues more likely to be to descriptive research in marketing ethics,marketers deal with ethical issues through a multistagereasoning process (Ferrell et al. 1989。Murphy et al. 2020).One important cause of the persistence of such issues isthe tendency in current marketing theory to partmentalizeethical issues. In general, theoretical developmentsin marketing are introduced without explicit considerationof ethics by their proponents, apparently on the assumptionthat such consideration can be separated from the―business‖ issues. For example, the concepts of targetmarketing, service quality, and brand equity were allaccepted marketing practices long before ethical issuesassociated with them were analyzed (Abela 2020。Murphy 1999。hereafter VL), provides a more integrated approach tomarketing theory that reduces these tensions, enabling amore ethical foundation for ethics to dateMarketing ethics is ―the systematic study of how moralstandards are applied to marketing decisions, behaviors andinstitutions‖ (Murphy et al. 2020, p. xvii). According to amajor review article examining the marketing ethicsliterature during the 1960‘s and 70‘s, the main topicscovered included marketing research and managerial issues(., purchasing。 Patrick E. Murphy Received: 28 June 2020 / Accepted: 2 July 2020 / Published online: 21 August 2020 Academy of Marketing Science 2020 Abstract This paper examines a tendency within existingmarketing scholarship to partmentalize ethical issues. Italso shows how this tendency can cause ethical tensionsand conflicts in marketing practice. The emerging servicedominant(SD) logic for marketing, as proposed by Vargoand Lusch, is explored as an example of an approach tomarketing that overes this tendency. The SD logic isfound to be a positive development for marketing ethicsbecause it facilitates the seamless integration of ethicalaccountability into marketing decisionmaking. Specificremendations are made for improving the ethicalclimate in marketing using marketing performance measurementtheory and practice. Keywords Ethical violations . Ethics . ethics . Marketing performance measurement . Servicedominant logic Introduction Despite extensive and thoughtful effort devoted to marketingethics scholarship over the past several decades, theincidence of ethical violations in marketing practiceremains high. The effectiveness of current approaches tomarketing scholarship may be limited by the prevailingapproach to marketing ethics, which tends to separateethical analysis from marketing by overlaying such analysison top of existing marketing theory, rather than integratingit. Such an approach, in the context of the fragmentednature of contempo