Mindful Marketing: Business Ethics that Stick
Edition: 1
Copyright: 2025
Pages: 338
Edition: 1
Copyright: 2025
Pages: 338
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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.
Dr. David Hagenbuch is a professor of marketing at Messiah University, the author of Honorable Influence, and the creator of MindfulMarketing.org, a unique paradigm for promoting ethical marketing. Before higher education, he worked as a corporate sales analyst for a national broadcasting company and as a partner in a specialty advertising firm.
His writing has been published in Forbes, Entrepreneur, CommPro, Marketing News, and Business Insider. For more than ten years, he has written a regular marketing ethics blog that now stands at over 300 articles. He has been interviewed by The Boston Globe, U.S. News & World Report, Fast Company, National Public Radio, and The New York Times.
David has published research studies and other papers in a variety of academic journals, including the Journal of Marketing Education, Services Marketing Quarterly, Christian Scholars Review, Health Marketing Quarterly, and Marketing Education Review. He is a frequent speaker at conferences and on webinars, often on topics involving marketing ethics.
He was the second-ever recipient of the Christian Business Faculty Association’s national teaching award. He regularly leads his classes in experiential learning projects that serve the marketing needs of nonprofit organizations and others, with past clients numbering many dozens.
The Business Task Force of the U.S. Summit & Initiative for Global Citizen Diplomacy chose his “Service-Learning in Global Marketing” as a Top Ten Best Practice Program. Over five years, students in his Marketing Management & Strategy class participated in the regional marketing plan competition held by the Pittsburgh Chapter of the American Marketing Association (AMA) and won first place three times.
During his tenure at Messiah University, he also has served in various leadership roles, including board member for the Business Alumni Association, founder of and advisor to the Marketing Club and AMA collegiate chapter, co-chair of the Department of Business, chair of the Community of Educators, and chair of the Ranked Faculty.
David holds an MBA from Temple University and a DBA from Anderson University, both with marketing concentrations. He serves on the board of the Central Pennsylvania Chapter of AMA and as co-chair of the chapter’s collegiate committee.
He enjoys spending time with his family, traveling, and helping marketing professionals at all career stages achieve their personal and organizational goals.
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.
Dr. David Hagenbuch is a professor of marketing at Messiah University, the author of Honorable Influence, and the creator of MindfulMarketing.org, a unique paradigm for promoting ethical marketing. Before higher education, he worked as a corporate sales analyst for a national broadcasting company and as a partner in a specialty advertising firm.
His writing has been published in Forbes, Entrepreneur, CommPro, Marketing News, and Business Insider. For more than ten years, he has written a regular marketing ethics blog that now stands at over 300 articles. He has been interviewed by The Boston Globe, U.S. News & World Report, Fast Company, National Public Radio, and The New York Times.
David has published research studies and other papers in a variety of academic journals, including the Journal of Marketing Education, Services Marketing Quarterly, Christian Scholars Review, Health Marketing Quarterly, and Marketing Education Review. He is a frequent speaker at conferences and on webinars, often on topics involving marketing ethics.
He was the second-ever recipient of the Christian Business Faculty Association’s national teaching award. He regularly leads his classes in experiential learning projects that serve the marketing needs of nonprofit organizations and others, with past clients numbering many dozens.
The Business Task Force of the U.S. Summit & Initiative for Global Citizen Diplomacy chose his “Service-Learning in Global Marketing” as a Top Ten Best Practice Program. Over five years, students in his Marketing Management & Strategy class participated in the regional marketing plan competition held by the Pittsburgh Chapter of the American Marketing Association (AMA) and won first place three times.
During his tenure at Messiah University, he also has served in various leadership roles, including board member for the Business Alumni Association, founder of and advisor to the Marketing Club and AMA collegiate chapter, co-chair of the Department of Business, chair of the Community of Educators, and chair of the Ranked Faculty.
David holds an MBA from Temple University and a DBA from Anderson University, both with marketing concentrations. He serves on the board of the Central Pennsylvania Chapter of AMA and as co-chair of the chapter’s collegiate committee.
He enjoys spending time with his family, traveling, and helping marketing professionals at all career stages achieve their personal and organizational goals.