Ethical Marketing

Dilip S. Mutum and Ezlika M. Ghazali
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Dilip S. Mutum: Monash University Malaysia
Ezlika M. Ghazali: University of Malaya

Chapter Chapter 4 in Consumers, Society and Marketing, 2023, pp 71-92 from Springer

Abstract: Abstract The importance of ethical concerns in marketing and businesses has grown significantly over time. Most academic sources have emphasised how marketing practices are seen as unethical and unfavourable. We emphasise that to close the “ethics gap” between what society expects of marketers and what they really provide, marketing ethics must take into account cross-cultural practises and concerns as globalisation continues to alter the structure of enterprises. The chapter then examines the various marketing ethics codes. Finally, we talk about unethical marketing techniques and their consequences.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-39359-4_4

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DOI: 10.1007/978-3-031-39359-4_4

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