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Ethics in Business Practice: Marketing Management

In: Business Ethics

Author

Listed:
  • Ananda Das Gupta

    (Indian Institute of Plantation Management)

Abstract

In a market economy, a business may be expected to act in what it believes to be its own best interest. The purpose of marketing is to create a competitive advantage. An organization achieves an advantage when it does a better job than its competitors at satisfying the product and service requirements of its target markets. Those organizations that develop a competitive advantage are able to satisfy the needs of both customers and the organization. Practicing ethics in marketing means deliberately applying standards of fairness, or moral rights and wrongs, to marketing decision making, behavior, and practice in the organization.

Suggested Citation

  • Ananda Das Gupta, 2014. "Ethics in Business Practice: Marketing Management," India Studies in Business and Economics, in: Business Ethics, edition 127, chapter 0, pages 107-113, Springer.
    • Handle: RePEc:spr:isbchp:978-81-322-1518-9_5
    DOI: 10.1007/978-81-322-1518-9_5
    as

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