Association of Marketing Theory and Practice Proceedings 2011


Ethics of Fiduciary Relationships in Marketing

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



A fundamental problem in marketing ethics is the inappropriate application of the concept of fiduciary relationships. Taken from the legal profession, the idea of the fiduciary involves a black-or-white relationship where an individual either trusts someone to act in his or her best interests or they do not. In the world of business as opposed to the world of law, relationships usually involve a degree of trust that varies according to the context. Application of a legal concept in business-consumer relationships may lead to confusion and unnecessary conflict. Alternative analogies may provide better models for relationships.

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Digital Commons@Georgia Southern License

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