Journal of Finance and Marketing

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Journal of Finance and Marketing 44 7897 074717

Research Articles Marketing Ethics

Ethical marketing refers to the method by which companies promote their goods and services by focusing not only on how their products promote customers benefit, but also how they benefit socially responsible or environmental causes. To put this way, ethical marketing isn’t a strategy; it’s a philosophy. It includes all from ensuring announcement to building strong relationships with consumers through a set of shared honest and trustworthy values. Companies with a focus on ethical marketing estimate their assessment from a business perception (i.e. whether a particular marketing initiative will deliver the desired return) as well as a moral perspective (i.e. whether a decision is “right” or morally sound).

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