关键词: 网络营销伦理, 伦理战略, 道德评价, 伦理领先

Abstract: A two-dimensional conceptual model of ethical evaluation for Internet marketing practices is developed, on the basis of which various ethics strategies in Internet marketing are discussed. It is argued that higher ethical level does not necessarily apply to all kinds of businesses. Moreover, various influential factors are considered to help businesses to formulate their optimum ethics strategies in Internet marketing. Finally, as a best practice case, the ethics strategies in Internet Marketing of HP are analyzed in detail.

Key words: ethics of Internet marketing, ethics strategies, ethical evaluation, ethical leadership