Маркетинговата етика като реалност в управлението на организацията
Marketing Ethics as a Reality in the Management of the Organization

Author(s): Elena Georgieva, Elitsa Uzunova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: Ethics; Marketing decisions; Ethics in marketing decisions
Summary/Abstract: The report focuses on an inadequately clarified theory and practice of the contemporary concept of socio-ethical marketing - the marketing-ethical behavior of the business to the connecting communities. Although ethics are considered to be immanently inherent in modern marketing, it is still not judged is completely correct. This raises many objections from state structures and social communities. The authors present their understanding of marketing ethics and emphasize the necessity and solutions of marketing managers for the correct, adequate and successful implementation of ethical decisions in the marketing strategic and tactical actions of the organization. Summary and conclusions from a survey conducted between Bulgarian organizations on the scope of management on marketing ethics.

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