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Many smaller organizations often function with small budgets and minimum attention to marketing (Pomerantiz, 2002; Carson, 1990). This is especially true among business-to-business marketers. When small organizations develop and implement marketing plans, those plans usually contain large doses of inexpensive creativity. But creativity may cross ethical lines. A significant issue facing marketing decision makers in smaller, budget-constrained organizations is whether creative and successful marketing activity contains elements that strain acceptable ethical behavior. This paper seeks to shed light on the issue of marketing creativity and ethical behavior by evoking alternative ethical models that can be used to evaluate selected practices among small business-to-business marketers.
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