Marketing Science 2000
Ethics and marketing
Abstract
Ethics in marketing represents moral codes which define what is right and what is wrong behavior in marketing. Most of the marketing decisions can be treated as ethical or non-ethical. Personal moral philosophy, organization relationships and conditions are three important segments of ethical decision making. Ethical problems are result of struggle between personal moral philosophy and strategy, politics of marketing and business environment. Social responsibility in marketing is organization's engagement in enlarging its positive and diminishing its negative influence on society. Four main strategies in achieving social responsibility is reaction strategy, defense strategy, adapting and active strategy. Ethics in marketing and social responsibility act together. An organization which creates organization culture on acceptable moral philosophy will make decisions positive for society.
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