The main purpose of most business organisations is to earn a profit for their owners. Even non-profit organisations strive to make a surplus in order to keep the business alive. An organisation’s marketing strategy is therefore designed to grab the attention of customers in order to earn sales revenue.However, marketing strategies that are unethical, putting profits ahead of people or the planet, have been heavily criticised. With the exposure and power that social media now gives to all stakeholders, ethical marketing is an important business strategy for all organisations.
Marketing ethics refers to the moral aspects of an organisation’s marketing strategies. Unethical marketing exists when moral codes of practice are not adhered to and when such actions cause offence to members of the general public.
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