Journal of Marketing and Sales Management

Authors:  Parul Gupta, Shweta Tiwari, Gunjan Pandey

Abstract: This review paper examines the importance of ethical considerations in marketing and its implications for businesses and consumers. The paper explores the ethical challenges faced by marketers, the consequences of unethical marketing practices, and the ethical decision-making process in marketing. Furthermore, it discusses emerging ethical challenges in the field and strategies to promote ethical marketing practices. Additionally, case studies highlighting both ethical marketing successes and failures are presented. The paper concludes with a call for businesses to prioritize ethical considerations in their marketing efforts, ultimately benefiting both the organizations and society as a whole.

Keywords:  ethical marketing, marketing ethics, ethical considerations, consequences, decision-making, emerging challenges, promoting ethics, case studies