01540nam a22002537a 4500 OSt 20260512131109.0 250910b |||||||| |||| 00| 0 eng d English tbs English Hunt, Shelby D. 25917 A general theory of marketing ethics / Hunt, S. D., & Vitell, S. J. Journal of Macromarketing 1986 Journal of Macromarketing, 6(1), 5-16 The general theory of marketing ethics, first published in the Journal of Macromarketing by Hunt and Vitell (1986), has been the focus of much discussion and empirical testing. As a result, the theory was revised in 1993. This article overviews the 1993 revision of the model and addresses three questions that are often asked by those who use the model in the classroom and/or in research: (1) What is the justification for using normative ethical theory as a starting point for positing a positive ethical theory? (2) Is the Hunt-Vitell (H-V) model a causal model, that is, is each concept in the model a construct to be measured? (3) How, specifically, can the H-V theory be used to teach marketing and business ethics? Marketing 1020 Business ethics 3022 Social responsibility of business 2683 Quantitative research 22003 Decision making 339 Vitell, Scott J. 25918 https://journals-sagepub-com.hub.tbs-education.fr/doi/pdf/10.1177/027614678600600103 lcc 0 0 lcc 0 0 TBS TBS 2025-09-17 0 2025-09-17 https://bibliotheque.tbs-education.fr/Default/doc/bth/23496492/the-general-theory-of-marketing-ethics-a-revision-and-three-questions 2025-09-17 ARTICLE 4963 4963