Ethics and Marketing

Abstract

The ethics of marketing and its relationship with the customers forms a cornerstone to the success of the companies. It is natural that customers expect to be treated in a fair manner and with heed. Reliability of service, trustworthiness, responsiveness, understanding and reception of value addition to products are some of the important expectations of the end consumer. They do not, want, 'lip service', unrealistic, promises, or misleading, offerings. Those products which are inherently poor for the customers must be taken off the shelves as the consumer would never want a product/brand that does not add value to them. So there are ethical dilemmas for marketers to meet these expectations and the corresponding ethical implications are also grand.