Manifestation of Marketing Ethics in the Market
Manifestation of Marketing Ethics in the Market

Summary/Abstract: This article highlights the basics of marketing ethics manifestation in the market. It highlights the concept of ethics as well as its influence on marketing related decisions, it also describes the main breaches made against marketing ethics that influence the elements of the marketing complex: goods, price, distribution and promotion. Marketing ethics is one of the little researched areas. Theoretical studies of marketing ethics showed that previous work of scholars on this subject had no theoretical basis when originality and profoundness is concerned, scholars analyzed examples of unethical behavior and researched the responsibility of marketing specialists. The newest literature presents ethical structures, the use of which influenced stimulation of research in the field of marketing ethics, enunciation of appropriate subjects and ethical character of marketing specialists’ activities. Currently, requirements of ethical behavior on marketing specialists are increasing. Social responsibility is becoming more and more important, because the concept of moral dimensions and ethics may determine success or failure of any organization. Problematic issues of ethics may arise at any stage of marketing related decision-making, starting from the formulation of strategy and ending up with its implementation. Practice shows that ethical behavior of organizations is useful to them economically as well as socially. But all this only manifests itself in the long run of time, so that is why organizations very often choose an economically better solution and do not respect future prospects. Introduction of moral values in the process of marketing related decision-making shall allow not only to avoid ethical breaches, but shall also increase competitiveness, good image as well as nurturance of relationship with market partners.

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