Marketing Ethics – Comparison of Traditional Criticism on Marketing by Critics and Modern Criticism by Customers (2013)

Business ethics involves the concept of studying business practices with the point of view of their moral implications. The scope of marketing ethics is too broad to be discussed. Ethical issues in marketing have always existed right from the birth of the formal business practices. Nowadays there is an age of information and knowledge based society they are well aware of the right and wrong behaviours according to the societies in which they live. So, there is a need of regulations and communication of proper information to the consumers and the society as a whole.

Marketing is responsible for making a connection between business and society. It establishes relationships with the exchange of values between business and society, giving it view of societal marketing. There has been increasing attention to deviant or harmful behaviours in marketing, and to the adverse impacts of those actions on organizational functioning and its impact on the whole society. This dissertation will be impacting on marketing officials, their roles, and the work they do, the ways in which they are managed, their relationships with the public and the criteria by which they are assessed, both internally and externally, are continually evolving.

This dissertation identifies the gaps in various famous marketing concepts and theories and concepts and probes into the consumer view for what they think about the marketing practices. Surprisingly enough the study has found no significant change in the views of the critics and the normal consumers at market level. The purpose of this study is to highlight the basic ethical issues in marketing, how marketers in different areas of marketing perform unkind and unethical practices. This dissertation highlights several different areas where marketing tactics are molded in a way to increase the benefits at the cost of society. This research will be focusing on answering these critical questions;

  • What is the concept of ethics in marketing?
  • What type of unethical/deceptive practices are being used by the marketers?
  • What are the major ethical issues faced by consumers through marketing?
  • Is there any difference between traditional criticism on marketing and modern criticism by the customers?

  • 15,000 words – 56 pages in length
  • Good use of literature
  • Good analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1 – Introduction
Introduction to Business Ethics
Business Ethics
Importance of Employee Ethics
Problem Statement
Research Questions
Significance of Study to Public and Private Sector Organizations
Dissertation Structure

2 – Literature Review
Ethics in Marketing
Critical Analysis of Concepts and Theories

3 – Methodology
Research Design
Description of the Sample
Research Instrument and Analysis
Response Rate
Data Collection Procedure
Data Analysis

4 – Analysis of Results

5 – Discussion
Comparison of Traditional Criticism and Present Day Views of The Customers
Contribution of the Study
Limitations of the Research Study
Directions For Future Research

6 – Conclusion



Marketing Ethics Dissertation
Marketing Ethics Dissertation

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