Social Contracts and Marketing Ethics
介绍了整合社会契约理论（ISCT）作为营销伦理的规范基础，通过贿赂案例展示其如何解决跨社区和跨文化的伦理问题，对管理者和研究者有参考价值。
In this article, the authors describe the need and the search to date for a normative moral foundation for marketing. Social contract theory appears promising because of its clear correspondence to the exchange relationships central to marketing thought and practice. The authors introduce it in a specific formulation known as Integrative Social Contracts Theory (ISCT). This theory provides a coherent framework for resolving ethical issues that arise among different communities and is therefore particularly appropriate because marketers frequently engage in boundary-spanning relationships and cross-cultural activities. The authors explore the application of ISCT to ethical decision making in marketing through the use of bribery as a major illustrative example. They discuss implications for managers and researchers.