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matter how prescriptive, will be all that a salesperson needs to avoid ethical and legal traps.In the last chapter, "Implementing and Auditing Ethical Marketing," the authors give suggestions on how organizations can implement the answers to the questions posed in the prior five chapters and how to evaluate ethical performance. The three audits presented in the appendices to this chapter, "Marketing Functions Audit, Ethical Compliance Audit, and Ethical Climate Audit" are especially valuable tools. They provide the framework for chief marketing and ethics officers to determine the ethical and moral climate of their organizations. Given the responses to the questions posed in these audits, leaders will have a better idea of the types of ethical credos and codes and ethical education needed in their organizations. As stated before, this ending chapter and the first one need a close reading by senior executives. No matter the number of ethics training programs and the number of people who attend and emerge "believers," if top management is not seen as acting in an ethical manner or does not require others to act ethically, little if anything is gained. The downfall of Arthur Andersen is a testimony to this scenario. In the 1980s, it was a leader in ethics education for both business educators and its own entrylevel accountants and consultants. However, in the 1990s, the firm emphasized short-run revenue enhancement. It moved away from what was right to only considering what was profitable, and as a result, it is no longer in business. Rotten apples do not have to be at the bottom of the barrel to taint the entire barrel. In fact, it seems that the closer unethical behavior is to the top, the faster the decay spreads downward.After witnessing the immoral, unethical and illegal activities, ranging from the largest to the smallest organizations in the decade since Ethical Marketing was first published, it may be easy for some to be disillusioned and disaffected with the whole idea of ethical education. One needs to reflect, however, on how bad it could have been if there were no efforts to instill ethics in students and the organizations for which they will work.Ethical Marketing is one book that can be used to foster ethical reasoning and decision making. Murphy and Laczniak and their coauthors need to be commended for taking the time and effort to provide a means to educate future leaders and followers in taking the "higher road." The profession needs to follow their lead and redouble its efforts to foster a more ethical environment during the coming decade before the possible next edition of Ethical Marketing appears.

Sport is a ubiquitous artifact of human culture. Most if not all cultures have various forms of play and games, which can range from informal activities engaged by a few individuals to organized sports and events that capture the time, resources and imaginations of consumers and companies around the globe. Such organized sports can be transcendent, lucrative, costly, divisive and unifying -locally and globally. Much of organized sport is big business, affecting billions of lives. This business cannot succeed without the complex interplay of cultures, markets, marketing and consumer behavior, finance, and politics.