BUSINESS ETHICS IN MARKETING COMMUNICATION

Adriana Lazar, Milena Sretić, Vuk Mirčetić () and Marijana Vukčević
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Vuk Mirčetić: Assistant Professor, Faculty of Applied Management, Economics and Finance (MEF)

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Abstract: Business ethics is not only present in relationships between the organization and the environment, it is also important in the internal communication and relationships. The importance of business ethics contributes to the productivity of the organization, as well as its business image. Marketing is represented in many professional activities, regardless of the type of business entity and its position in the business market. Due to the need of leadership, many organizations are facing marketing temptations in line with ethically acceptable action. For the purpose of sustainable development of the economy and equal opportunities for all business entities, as well as proper competitiveness, it is necessary to harmonize operations on the global and local level with generally accepted business standards. The authors of the work, through adequate extracts from the legal regulations and reference scientific statements, emphasize the importance of doing business in accordance with ethical principles, as unavoidable ethical postulates in marketing and, in general, business communication.

Keywords: Business Ethics Communication Marketing Organization Sustainable Business; Business Ethics; Communication; Marketing; Organization; Sustainable Business (search for similar items in EconPapers)
Date: 2019-06
Note: View the original document on HAL open archive server: https://hal.science/hal-04903421v1
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Published in Quaestus, 2019

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