Standard Article

Global Marketing Ethics

Part 6. International Marketing

  1. Bodo B. Schlegelmilch

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06047

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Schlegelmilch, B. B. 2010. Global Marketing Ethics. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Vienna University of Economics and Business (WU Vienna), Vienna, Austria

Publication History

  1. Published Online: 15 DEC 2010


This article offers a definition of global marketing ethics and traces the development of the relatively young and fragmented field. Although business ethics has long been a central issue for many famous economists, marketing ethics has only played a minor role in marketing journals until the 1960s. It was only in the 1980s that global marketing ethics attracted wider scholarly attention. Today, the growing interconnectedness of international markets calls for sound ethical leadership. Consequently, more research on the vexing challenges of global marketing ethics is needed.


  • corporate social responsibility;
  • global marketing ethics;
  • definition;
  • business ethics literature;
  • chronological development