The chapter looks at the importance of marketing
ethics for an organization. With public attention focused on ethics, there
is a need for stricter controls in business practices, right from framing
marketing strategies to finally delivering a product to the consumers.
The chapter examines significant factors, individual factors and opportunity
factors that have a bearing on the ethical nature of marketing decisions. In
the context of marketing mix, the importance that product, place, price and
promotion have been discussed. In this context the importance of
environmental factors on the manufacturing of the products have been dealt
with. Ethical issues play an important role in the promotional activities.