Marketing Ethics

A look at the importance of marketing ethics in the business world.

This paper assesses the relevance of marketing ethics in current business environment and the extent to which ethical issues should be taken into account while devising marketing strategies. It attempts to understand the nature of marketing ethics and analyzes the possible impact of ethics in marketing from different viewpoints, based on the theories and research work carried out in this field. It identifies and explains how marketing ethics can be improved in practice, as well as ways to integrate ethics in formulating and implementing marketing strategies. It also examines the efficacy and impact of popular marketing strategies with ethics, analyzes the role of ethics in advertising, explains the elements of consumer ethics, and discusses the role of legislation to enforce marketing ethics.

Outline
Marketing Ethics and the Business Environment
Nature of Marketing Ethics
Research on Marketing Ethics
Improving Marketing Ethics
Implementation of Ethical Standards in Marketing
Ethics and Advertising
Marketing Strategies with Ethics
Green Marketing
Marketing Intelligence and Corporate Espionage
Consumer Ethics
Regulation
Conclusion
“Marketing ethics is a sub-set of business ethics and examines the moral issues relating to marketing decisions made by organizations. Although its roots can be traced back to the 1960s, marketing age is believed to have come of age only in the 1990s, thanks to extensive research on the subject carried out in the decade before. (Murphy, 111). Several topics make up the fabric of marketing ethics: product quality, safety and liability, fairness in pricing, honesty in advertising and selling, privacy in internet database and marketing. According to Kotler, in recent years, people have started questioning the value of marketing concept, when the world is faced with environmental degradation, resource shortages, hunger and poverty and neglected social services.”

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