ETHICAL MARKETING
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 4
Abstract
Ethics of marketing is a major factor for the marketing manager to be able to successfully achieve the objective of the organisation. Marketing deals with the problem of an organisation in providing goods and services to satisfy the demand of specific groups, persons, or organisations.1 Marketing is the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve, and decides on appropriate products, services, and programs to serve these markets. However, marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.2 Marketing is the performance of business activities which direct the flow of goods and services from producer to consumer or user in order to satisfy customers and accomplish the company’s objectives. It is the human activity directed at satisfying needs and wants through exchange processes (McCarthy, 1978). According to the British Chartered Institute of Marketing, marketing is the management process that is responsible for identifying, anticipating and satisfying customer requirements profitably and efficiently.
Authors and Affiliations
Adediran, Olanrewaju Adewole
Keywords
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- EP ID EP19415
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ETHICAL MARKETING
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