ISSN: 2041-6792

Clinical Investigation

Marketing Ethics

 Marketing ethics is a neighborhood of applied ethics which deals with the moral principles behind the operation and regulation of selling . Some areas of selling ethics (ethics of advertising and promotion) overlap with media and PR ethics. Contrary to popular impressions, not all marketing is adversarial, and not all marketing is stacked in favour of the marketer. In marketing, the connection between producer/consumer or buyer/seller are often adversarial or cooperative. For an example of cooperative marketing, see relationship marketing. If the marketing situation is adversarial, another dimension of difference emerges, describing the facility balance between producer/consumer or buyer/seller. Power could also be concentrated with the producer (caveat emptor), but factors like over-supply or legislation can shift the facility towards the buyer (caveat vendor). Identifying where the facility within the relationship lies and whether the facility balance has relevancy in the least are important to understanding the background to an ethical dilemma in marketing ethics. A popularist anti-marketing stance commonly discussed on the blogosphere and popular literature is that any quite marketing is inherently evil. The position is predicated on the argument that marketing necessarily commits a minimum of one among three wrongs: Damaging personal autonomy. The victim of selling during this case is that the intended buyer whose right to self-determination is infringed. Causing harm to competitors. Excessively fierce competition and unethical marketing tactics are especially related to saturated markets. Manipulating social values. The victim during this case is society as an entire , or the environment also . The argument is that marketing promotes consumerism and waste. See also: affluenza, ethical consumerism, anti-consumerism.  

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