Ethical considerations in marketing

Ethical marketing places the focus on the marketer as a moral agent to assume the responsibility for fairly and honestly communicating a product's attributes and benefits within the nature of a truthful relationship. The marketer therefore needs to be trained and held accountable for the practice of integrity in marketing management decision-making. The top management must guide in formulating marketing strategies that are ethically sensitive. The marketing function therefore requires a supportive and courageous executive board when ethical or sustainability-related marketing claims are made. Marketing Ethics need greater accountability from marketers for the social and ethical performance of their products and brands and the impact of their communications on consumers and wider society. This paper contains the 4p's of marketing and ethical issues on this 4p's. The importance of ethics on marketing is also discussed.