Ethics in Business Practice: Marketing Management

  • Ananda Das Gupta
Part of the India Studies in Business and Economics book series (ISBE)


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.


Business Ethic Ethical Decision Ethic Program Cognitive Moral Development Integrative Social Contract Theory 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer India 2014

Authors and Affiliations

  • Ananda Das Gupta
    • 1
  1. 1.Jnana Bharathi CampusIndian Institute of Plantation ManagementBangaloreIndia

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