新作坊

Ethical Marketing In Current Times: Social Responsibility In Indian Context.

摘要：

It is often said that Marketing and ethics cannot go together. Those supporting the argument always have a long list of marketing activities from various companies which make even a die-hard marketing fellow feel guilty about his/her profession. On the other hand, critics of the argument can also come up with numerous marketing activities from various companies which can make the worst critic of marketing activities doubt his/her own criticism. So where does the debate goes from here. It only intensifies as more and more companies in every category of products and services are always making efforts to increase their market share through marketing strategies which they call innovationoriented but others call unethical thereby generating arguments within them as well as in the minds and hearts of consumers as well as potential consumers. This paper looks at the consumer perception about the degree of ethics in marketing followed by companies across all categories of products and services and its impact on the society on the one hand and company growth on the other hand.