ETHICS IN MARKETING
ETHICS IN MARKETING
November, 2013
INTRODUCTION
Ethics has been designated the philosophy and study of human behaviour with an emphasis on the determination of right or wrong, influenced by personal ethics (family, genetics, religion and values).
Ethics in marketing examines those ethical problems that are specific to the domain of marketing, explaining that an organisation must take decisions by considering important points such as consumer’s wants, company’s needs and society’s interests, always using moral principles to define if a particular behaviour is ethical or unethical. It is important when approaching Marketing Ethics to acknowledge that it should be examined from an individual, organisational and societal with different points of view.
ETHICAL MARKETING
For marketers, ethics in the workplace refers to principles and standards, determining the conduct of members of an organisation and the consequences of marketing decisions; however marketing ethics do notn’t require only an attempt to make ethical decisions but also avoid unintended consequences of marketing activities by identifying issues, gathering information and evaluating alternatives. This requires consideration of the key stakeholders and their relevant interests (Ferrell, 2010). Many marketing organisations have codes of ethics for their members, as an for example, the American Marketing Association (AMA) ethics code is presented in the following:
1. Marketers must do not harm
2. Marketers must foster trust in the marketing system (do not mislead), good faith and fair dealing.
3. Marketers must embrace, communicate and practice fundamental ethical values that will improve consumer confidence in the integrity of the marketing exchange system. These basic values are intentionally aspirational and include honesty, responsibility, fairness, respect, transparency and citizenship. (American Marketing Association, 2013)
The link between ethics and corporate social responsibility
November, 2013
INTRODUCTION
Ethics has been designated the philosophy and study of human behaviour with an emphasis on the determination of right or wrong, influenced by personal ethics (family, genetics, religion and values).
Ethics in marketing examines those ethical problems that are specific to the domain of marketing, explaining that an organisation must take decisions by considering important points such as consumer’s wants, company’s needs and society’s interests, always using moral principles to define if a particular behaviour is ethical or unethical. It is important when approaching Marketing Ethics to acknowledge that it should be examined from an individual, organisational and societal with different points of view.
ETHICAL MARKETING
For marketers, ethics in the workplace refers to principles and standards, determining the conduct of members of an organisation and the consequences of marketing decisions; however marketing ethics do notn’t require only an attempt to make ethical decisions but also avoid unintended consequences of marketing activities by identifying issues, gathering information and evaluating alternatives. This requires consideration of the key stakeholders and their relevant interests (Ferrell, 2010). Many marketing organisations have codes of ethics for their members, as an for example, the American Marketing Association (AMA) ethics code is presented in the following:
1. Marketers must do not harm
2. Marketers must foster trust in the marketing system (do not mislead), good faith and fair dealing.
3. Marketers must embrace, communicate and practice fundamental ethical values that will improve consumer confidence in the integrity of the marketing exchange system. These basic values are intentionally aspirational and include honesty, responsibility, fairness, respect, transparency and citizenship. (American Marketing Association, 2013)
The link between ethics and corporate social responsibility