While approaching an ethical issue in marketing, the utilitarian tradition would ask to what degree the participants are respected as free and autonomous agents rather than treated simply as means to the end of making a sale.

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While approaching an ethical issue in marketing, the rights-based ethical tradition would ask to what degree the participants are respected as free and autonomous agents rather than treated simply as means to the end of making a sale.

While Approaching an Ethical Issue in Marketing, the Utilitarian Tradition