This paper seeks to identify a mid-level unifying ethical principle that may help clarify and articulate the ethical responsibilities of business firms in the field of marketing ethics. The paper examines critically the main principles which have been proposed to date in the literature, namely consumer sovereignty, preserving the conditions of an acceptable exchange, paternalism, and the perfect competition ideal, and concludes that all of them are vulnerable to damaging criticisms. The paper articulates and defends the mutuality principle as the most plausible candidate for the role of master principle in the relations between a firm and its customers. This principle requires that sellers look for reciprocity in their relations with their customers, seeking to provide to their customers something that helps them improve in some way their well-being and is commensurate with what they receive from them

中文翻译：

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互惠互利：营销道德的根本原则

本文旨在确定一种中层统一的道德原则，该原则可能有助于阐明和阐明商业道德在营销道德领域中的道德责任。本文批判性地研究了迄今为止在文献中提出的主要原则，即消费者主权，保留可接受的交换，家长式服务和完美竞争理想的条件，并得出结论，所有这些原则都容易受到破坏性批评的影响。本文阐明并捍卫了互惠原则，因为互惠原则是在公司与客户之间的关系中掌握原则的最合理的候选人。这个原则要求卖方在与客户的关系中寻求对等，