ABSTRACT: In order to be consumer-oriented, marketing will have to be truthful and ethical. That is why it is very important in marketing, as in any other field; to apply the principles of Ethics It is also important to apply the processes of innovation, to find new ways of marketing effectively. This Paper explains the concept of Ethics in Marketing and overview a number of issues around innovation:
Keywords: Ethics, Innovation, Consumer, Marketing, Stakeholders, code of conduct, Values.
Marketing is a powerful tool with the potential to change opinions and influence behavior. It is essential this influence is used responsibly and in a way that protects consumers and supports human rights. That is why study of consumer has become important to any marketer. Because success of marketing efforts hinges largely upon the satisfaction of the target customers’ needs and wants. But not employing ethical marketing practices may lead to dissatisfied customers, bad publicity, a lack of trust, lost business, or, sometimes, legal action. Thus, most organizations are very sensitive to the needs and opinions of their customers and look for processes of innovation, to find new ways of marketing effectively and ways to protect their long-term interests.
It is difficult to precisely define what ethics is. However, most people have no difficulty in understanding the spirit of ethics. Most people do not question or argue about the axiom that ethics is not a matter of choice. Just as you do not question the right of other people to live you do not question their right to expect ethical behavior from you.
Ethics is the study of the normative judgments concerned with what is morally right and wrong, good and bad.
Ethics are a collection of principles of right conduct that shape the decisions people or organizations...