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Towards an Ethics of Tribal Marketing

In: Tribal Marketing, Tribal Branding

Author

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  • Brendan Richardson

    (University College Cork)

Abstract

In thinking about how to develop an ethical standard for tribal marketing, it seems sensible to begin by looking at some of the principles that inform any basic approach to business ethics. Commentators on business ethics usually begin by pointing to the main distinctions between the different types of ethical theory – absolutist, or traditional, ethical theory and relativist ethical theory. Most contemporary ethical theories are relativist and recognize the benefits to be derived from a non-absolutist approach. The non-absolutist nature of contemporary theory might in some ways make it a more appropriate starting point for the development of an ethical approach to tribal marketing – but this would mean overlooking the contribution of some key aspects of traditionalist theory to the development of an ethical approach to tribal marketing, so we will take a brief look at both perspectives before beginning to draw inferences for the approach recommended in this book.

Suggested Citation

  • Brendan Richardson, 2013. "Towards an Ethics of Tribal Marketing," Palgrave Macmillan Books, in: Tribal Marketing, Tribal Branding, chapter 8, pages 132-150, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34910-1_8
    DOI: 10.1057/9781137349101_8
    as

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