Perspectives of the righteous marketing value - a new construct

Ethical behavior is increasingly becoming an integral part of business and marketing. Nonetheless, in many instances organizations fail to comply with certain ethical standards in relation to marketing practices. This is primarily due to a dogmatic and fragmented approach in many cases. A simpler, practical and an integrated approach make marketing ethics easy to understand and, better still, effectively practiced. This conceptual paper proposes a simple but practical approach to marketing ethics based on the utilitarian philosophy propagated by Peter Singer (2006). The paper calls this new ethical value dimension in marketing as Righteous Marketing Value (RMV). We propose an Integrated Righteous Marketing Value (IRMV) framework that integrates righteous marketing value with customer value and shareholder value. The paper concludes that a simple comprehensive approach such as RMV would help inspire thinking in lines of marketing ethics and ethical value integration with other values created by marketing.