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1.4 Define ethics in marketing.
Ethics is predicated on well-established moral concepts that mandate what people should
do, usually in terms of rights, obligations, social benefits, fairness, or special attributes.
Ethics is predicated on well-established
moral concepts that mandate what people
should do, usually in terms of rights,
obligations, social benefits, fairness, or
special attributes.
Applied ethics should include the study of ethical marketing, which comprises
establishing whether or not a truthful and accurate representation has been made.
Marketing ethics have influenced businesses, and their response has been to promote
their products in a more socially responsible manner. Fair trade's growing popularity is
an example of ethical marketing's influence.
Table 1.5: Definition of Ethics and Marketing Ethics
Ethics Marketing ethic
Moral standards that inform people The ethical ideals that guide a company's
about what is right and wrong marketing efforts.
When marketing activities do not follow
moral principles, this is referred to as
unethical marketing behaviour.
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