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.
The function and practice of marketing has been criticized because it is claimed that it deliberately creates partial truths about products and services and exploits the fears and weaknesses of fellow human beings.
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Gupta, A.D. (2014). Ethics in Business Practice: Marketing Management. In: Business Ethics. India Studies in Business and Economics. Springer, New Delhi. https://doi.org/10.1007/978-81-322-1518-9_5
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