Just Published!
Mindful Marketing: Business Ethics that Stick can be purchased on Kendall Hunt's website and soon will be available from Amazon.
Why Business Ethics Need Mindful Marketing
Corporate scandals in the 1970s helped birth the field of business ethics. Since then, thousands of business ethics books have been published, hundreds of thousands of courses have been taught, and millions of students have taken ethics classes. Fifty years later corporate scandals still abound, and personal morality often appears unmoored.
Why do business students remember debits and credits from accounting, income statements in finance, and the 4 Ps of marketing, but seem to forget moral lessons? It’s mainly because business hasn’t done enough to make ethics education relevant, compelling, and memorable. Business education hasn’t made ethics stick.
Mindful Marketing makes business ethics sticky by using tools that businesspeople have employed effectively for decades, namely a 2 x 2 strategy matrix and creative branding:
- After a brief intro to the Mindful Matrix, users quickly begin to evaluate strategies as Mindless, Single-Minded, etc.
- A unique logo, distinct colors, and consistent messaging brand the approach.
- Many of the more than 300 Mindful Marketing articles written over 10 years about important ethical issues in the field have been carefully curated for this book.
- The URL MindfulMarketing.org serves as a repository for additional reading and as a place where people everywhere can share ideas and discuss moral issues.
- The paradigm’s value proposition is easily understood – Mindful Marketing encourages marketing that’s:
- Effective: creates mutually beneficial exchange and stakeholder value
- Ethical: upholds five universal values that align with most worldviews and are found in many organizations’ ethics statements and codes of conduct: decency, fairness, honesty, respect, and responsibility.
But why make marketing the focus of a business ethics book? People experience marketing tactics each day; moreover, everyone markets themselves and their ideas, and the further they advance (e.g., president, CEO), the more important their marketing becomes.
Marketing Education Review published a study highlighting the use of Mindful Marketing, and the model’s unique ethics focus has inspired interviews of David Hagenbuch by the Boston Globe, National Public Radio, Fast Company, and the New York Times.
Most important, years after first exposure, the model remains etched in the minds of many who continue to apply it to the business strategies they see and the ones they create.
See how Mindful Marketing makes business ethics stick, and make your marketing influence matter for good. Individuals, organizations, and the world all need our Mindful Marketing.
- Effective: creates mutually beneficial exchange and stakeholder value
- Ethical: upholds five universal values that align with most worldviews and are found in many organizations’ ethics statements and codes of conduct: decency, fairness, honesty, respect, and responsibility.
