ETHICS AND ITS ROLE IN MARKETING DECISIONS
ETHICS AND ITS ROLE IN MARKETING DECISIONS

Summary/Abstract: In this paper we refer to a issues raised by the question: What kind of marketing should companies practice, in terms of ethics? Ethics in marketing aims to apply the moral principles to optics and marketing practice. Thus, any marketing operator should be responsible for the consequences of all of his activities and ensure that all actions, decisions and recommendations are directed to serve the target audience: consumers, organizations and society in general. The way of materialize the rules of ethics is represented by the codes and general rules of conduct developed by different professional organizations or consumers associations.

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