The purpose of this paper is to explicate the idea of egoism in the context of marketing. The idea of egoism is reviewed and contextualized into a framework for interpreting different marketer types. Marketers’ potential trade-offs with consumers and competitors are examined. Four types of marketers are explicated: extremely egoistic marketer, moderately egoistic marketer, moderately altruistic marketer, and extremely altruistic marketer. The framework offered in the paper is of relevance to marketers, media, and agencies rewarding marketing performance. The framework may (...) help in assessing the ethical quotient in marketers’ preferences and behaviors. Studies recognizing the pertinence of egoism in marketing are scarce, and the typological framework discussed in the paper is a contribution to the marketing ethics literature. (shrink)

Ethical egoism, when summarized into a single ethical principle, is the position that a person ought, all things considered, to do an action if and only if that action is in his overall self-interest. The criticisms standardly advanced against this view try to show either that it is subject to some fatal logical flaw or else that, even if logically coherent, it can give no account of the basic parts of morality. Both these objections are mistaken, however, and it is (...) the point of this paper to make this clear. Central to my argument is the distinction drawn in Section 1 between two kinds of moral reasoning and hence two kinds of moral reasons. I call these ‘traditional’ and ‘nontraditional’. Both are present in the writings of contemporary moral philosophers but have not been emphasized or seen as crucial. (shrink)

Many environmental harms are produced by the consequences of too many people doing acts which taken together have collective bad consequences, e.g. overuse of an underground aquifer or acid rain 'killing' a lake. If such acts are wrong, what should a conscientious moral agent do in such circumstances? Examples of such harms have the general feature that they are produced by individual acts, which taken by themselves may be innocent and morally permissible, but which have disastrous consequences when too many (...) people perform them. Philosophers once thought that the generalisation argument, "If the consequences of everyone's doing acts of kind a are undesirable, then no one ought to do a," was the appropriate principle to guide a conscientious moral agent in such circumstances. However, there has been considerable literature discussing the shortcomings of this principle. Nevertheless, a proper understanding of the GA suggests that whole groups of people have collective duties to prevent such harms, which duties then provide clues to individual duties to protect the environment. In this paper I consider some major deficiencies of the generalisation argument, the collective duty which follows from the salvageable part of the argument, and the distribution of individual duties a conscientious moral agent has with regard to such environmental harms as a consequence. These duties turn out to be peculiarly political in nature with the result that conscientious moral agents may have a number of political duties to protect the environment heretofore unrealised. (shrink)