<i>Marketing Ethics</i> addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity. <br><ul><li>A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality<li>Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing<li>Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature<li>Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency</ul>