【正文】 f brand loyalty. Journal of Marketing, 65, 81–93. Chonko, L. B., amp。 Hunt and Vitell1986). Two critical steps in such a process are recognizing the presence of an ethical issue and invoking an ethical evaluation. Based on this understanding, marketing ethics scholars have developed frameworks for helping marketersidentify and then evaluate ethical these models are mostly developed as an ―addon‖ tothe rest of marketing scholarship: one is supposed to put the decisions arising from one‘s marketing analysis throughone or more of these frameworks. As a result, they may be viewed as optional. For example, Laczniak (1983) proposed a framework of fourteen questions that a marketer should ask, including: ―Is the intent of a particular action evil? Are any major evils likely to result from this action?‖ Smith‘s (1993) Consumer Sovereignty Test requires marketers to apply three tests to their marketing decisions: capability of the consumer, availability and quality of information, and opportunity for choice/switching. The problem with these frameworks is that in each case there is a separation between the marketing analysis and the ethical analysis. Robin and Reidenbach (1987) advocated parallel planning systems for ―integrating ethical and socially responsible plans into strategic marketing planning‖ (p. 52). Although this method avoids the clearer separation of the other two, it still requires marketers to take additional steps to address ethical considerations. At worst, though, such frameworks bee merely a routine ―ethics check.‖ In the hectic conditions of contemporary marketing decisionmaking, isn‘t it likely that such ethical considerations can be – and sometimes are – accidentally or intentionally ignored? What is needed is an approach to marketing ethics that does not require a separate process every time an ethical issue is identified, but instead allows such issues to be dealt with as part of the normal course of marketing decisionmaking. Limitations and implications for research and education Our proposal is a departure from previous approaches to marketing ethics. Hence, it should not be surprising if there are several limitations that still need to be addressed. First, the idea that marketing strategy sometimes involves attempts to reduce petition is not pletely resolved here. Occasions could arise where opportunism is profitable, such as when firms are successful in creating legal antipetitive barriers to entry through technology or channel arrangements. ―Tragedy of the mons‖ issues (Shultz and Holbrook 1999) aren‘t entirely addressed either. Measurement of the ethical tensions is not attempted。 Marketing with integrity: ethics and the servicedominant logic for marketing Andrew V. Abela amp。 an important next step is operationalizing them. Also, despite major strides in measuring nonfinancial assets, the methodologies discussed above are not universally employed or calculated in the same way. Several areas for further research are suggested by this paper. amp。 Hunt, S. D. (1985). Ethics and marketing management: An empirical examination. Journal of Businesss Research, 13, 339–359. 誠信營銷與：道德和服務(wù)優(yōu)勢 營銷邏輯 五，阿貝拉和安德魯帕特里克墨菲大腸桿菌 收稿日期： 2020年 6月 28日 /接受日期： 2020年 7月 2日 /線上發(fā)表于： 2020年 8月 21日 ＃營銷科學(xué)研究院 2020年 抽象 本文探討 existingmarketing獎學(xué)金，以區(qū)域化的趨勢在倫理道德問題。四個 P的），也有少數(shù) extenttheoretical 和消費(fèi)者的關(guān)注（墨菲和 Laczniak1981）。 一般來說，市場營銷理論 developmentsin沒有明確介紹了他們的支持者 considerationof道德考慮 ，顯然對 assumptionthat這樣的問題可以分開的 ―業(yè)務(wù) ‖。在實際層面上，條塊分割倫理問題的 marketingethics 使得更容易被 ，市場營銷等處理道德問題，通過一個多 stagereasoning進(jìn)程（費(fèi)雷爾。 ―公地悲劇的 ‖問題（舒爾茨和霍爾布魯克 1999年）是不完全解決的。 （ 2020年一些見解和瓦戈文選編制由貢獻(xiàn)者由盧施）是為此提供。 學(xué)報，品牌管理 10（ 45）， 342至 352。 品牌，品牌 經(jīng)理和品牌管理：從何處下一個？ 第一卷。 莫爾登： 62101。 。 的作用 在確定專業(yè)的專業(yè)工作滿意度 服務(wù)：一個研究人員研究市場。 劍橋：市場營銷科學(xué)研究所。 市場營銷和底線（第二版。 我們認(rèn)為，作為一個基本的知識來源的概念創(chuàng)造競爭優(yōu)勢，合作，價值主張是最好的倫理審查原則的情況下，如信任，透明度和完整性的關(guān)系。 另外，盡管 金融資產(chǎn)重大進(jìn)展衡量非，同樣的方式上面討論的方法是不普遍采用或計算。亨特和 Vitell1986）。 Davis1996，史密斯和庫珀馬丁 1997年）。 隨后， oftheoretical 營銷模式發(fā)展的道德決策 makinginaugurated 的研究描述流（費(fèi)雷爾 andGresham 1985。 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。 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。hereafter VL), provides a more integrated approach tomarketing theory that reduces these tensions,