01764nam a22002657a 4500003000400000005001700004008004100021040001700062041001200079100002700091245007400118260003600192362004200228520072800270650002000998650002601018650004401044650003301088650002501121700002801146856008901174942000801263952021201271999001501483OSt20260512131109.0250910b        |||||||| |||| 00| 0 eng d  aEnglishctbs  aEnglish  aHunt, Shelby D.925917  aA general theory of marketing ethicsc/ Hunt, S. D., & Vitell, S. J.   bJournal of Macromarketingc1986  aJournal of Macromarketing, 6(1), 5-16  aThe 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?  0aMarketing91020 0aBusiness ethics93022 0aSocial responsibility of business92683 0aQuantitative research922003 0aDecision making9339  aVitell, Scott J.925918  uhttps://journals-sagepub-com.hub.tbs-education.fr/doi/pdf/10.1177/027614678600600103  2lcc  00102lcc4070aTBSbTBSd2025-09-17l0r2025-09-17uhttps://bibliotheque.tbs-education.fr/Default/doc/bth/23496492/the-general-theory-of-marketing-ethics-a-revision-and-three-questionsw2025-09-17yARTICLE  c4963d4963