TITLE
THE LIMITS OF ETHICAL MARKETING
AUTHOR(S)
Gordana Rendulić Davidović1*, Neda Nikolić1, Miodrag Zečević2
ABSTRACT
In today's business environment, ethical marketing has become a crucial tool for improvement a company’s competitiveness. More businesses are integrating ethical principles into their marketing strategies to build trust and long-term relationships with consumers. Ethical marketing involves applying moral standards to marketing practices, focusing on transparency, fairness, and responsibility. It seeks not only to boost sales but also to build consumer trust, support the community, and promote sustainable business practices. Ethical marketing promotes truthful advertising, fair pricing, respect for consumer privacy, and aligns with social values, avoiding misleading information. However, challenges in ethical marketing persist. Deceptive advertising is one of the main issues, where companies exaggerate or misrepresent their products. Another concern is targeting vulnerable groups, such as children and the elderly, who are more susceptible to manipulation. Greenwashing, or making false claims about a company's environmental efforts, and hidden costs in promotions also mislead consumers. Such practices damage consumer trust, highlighting the need for integrity in marketing strategies. The aim of the paper is to highlight how unethical marketing practices can negatively affect consumer trust and a company's reputation, while also emphasizing the importance of responsible marketing in modern business practices.
DOI
http://www.doi.org/10.70456/AHYD4241
DOWNLOAD
https://unitechsp.tugab.bg/images/2024/9-SSEM/s13_p188_v1.pdf
How to cite this article:
Gordana Rendulić Davidović1*, Neda Nikolić1, Miodrag Zečević2, THE LIMITS OF ETHICAL MARKETING, UNITECH – SELECTED PAPERS - 2024