Page 22 - EBOOK DPM 10013 POM-FINAL 25.10.2021

1.4.1 Ethical marketing

Table 1.6:Definition of Ethical Marketing

‘Ethical marketing refers to approaches that prioritise transparent,

trustworthy, and accountable personal and/or organisational
Definition of Ethical Marketing
marketing policies and actions that demonstrate integrity and
fairness to consumers and other stakeholders.'

The application of marketing ethics to the marketing process is

referred to as ethical marketing. In the short- and long-term,

marketing ethics has the ability to help society as a whole.
Ethical marketing is a concept that emphasises honesty, fairness, and

accountability in marketing. Though wrong and right are subjective,

a set of general rules can be established to ensure that the company's
goal is communicated and meet.

Figure 1.4: Ethical issues in Marketing

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