Most business ethics textbooks seem to treat the business profession as inherently unethical. That's what setsA Primer on Business Ethics apart in the field. Tibor R. Machan and James E. Chesher begin their discussion of business ethics with the notion that business is an honorable profession, not a wild beast driven by crass self-interest. For Machan and Chesher, business ethics" is not an oxymoron. Business is the specialized, professional dimension of human commerce and as such has as its moral foundation the virtue of prudence. In A Primer on Business Ethics, this fundamental idea is applied to various branches of business -- advertising, financial services, management, employment, corporate ethics, responsibilities of corporate management, public policy matters and political economy. What emerges is a new and refreshing look at business ethics