The aim of this e-book is to provide diverse views on the complexity of ethical issues in the context of international marketing. It is the outcome of the efforts and contributions of several authors and reviewers who are passionate supporters of the overwhelming need for international marketing ethics. All papers included in the e-book have been subjected to a rigorous review process by internationally renowned experts in the field.
Purpose - This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and current trends as a background for this special issue edition of International Marketing Review focusing on international marketing ethics.
Design/methodology/approach - The paper examines how ethics in international marketing have evolved and progressed towards the current “ethics era” and presents discussion surrounding the role and value of an ethical approach towards marketing in a global marketplace.
Findings - Essentially the paper argues that marketers should creatively embrace the complex challenges of the international marketplace by rethinking their approach to marketing ethics.
Originality/value - Gives an overview of the special issue.
Keywords Marketing, Ethics, International marketing, Customer satisfaction.
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