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Downloaded From IP - 115.254.44.5 on dated 24-Apr-2019 being being of their personnel(Marinova, 2013).A company overall the performance own of their delivery channel, their and the well- for performance, only but also for the impact not of their products, now responsible and are lawmakers, who asking companies beto more regulators clients,shareholders, suppliers, consumers, personnel, of consisting people interested other and stakeholders various of demands and needs the fulfil report to tends to as so activity now responsibility social their on publicly companies Social for Responsibility’, ‘Business as known organization profit non- global the by research the with accordance In community and effect, business. the of features core the in engagement environmental rights, human regulations, practices, ethical with governance,employee-friendly describe deal to to accountability, efforts citizenship companies’ corporate corporate ethics, sustainability, business as such responsibility social to refer to interchangeably, time fromto time used been phraseshave of A variety Introduction 50 University Khalsa College,Delhi Mokha* KaurAnupreet AnupreetKaur Mokha* Social Responsibility and Ethics in Keywords are marketing. the in faced issues ethical the that they and sure marketing responsibility social in ethics of of integration significance the at look a willhave on impact actions society. and for its their it This is also attempt to be to ensure paper of accountable the company to does no longer automatically translate into profit, increased it is far nonetheless the responsibility however they ought appearing ethically and honestly. Though the pursuit regulations, of ethical marketing and socialand responsibility or products unique that buy to In services. doing this, a company sure audience should that make they are first abiding by way the of all laws get and audience, that to engage audience, an select is to department marketing of the aim society. main on The practices marketing of effect the overall into account takes whilst responsibility decision, group or individual the on focus to tendency a has Ethics department. marketing company’s any to part aforemost responsibilityare social another,and to ethics company one or distinctive a to person one from range idealsmay these Although wrong. and right is what regarding perception our are Ethics Abstract : Social Responsibility Marketing, Ethical Marketing, Marketing plan, Ethical issues Ethical plan, Marketing Marketing, Ethical Marketing, Responsibility Social : Assistant professor, SGTB based based on the concept that market offerings should interest not best totally is It term?” the long and present the within of society in is “What consideration; a marketing philosophy marketing is that a business enterprise have to take into responsibility Socially Social Marketing Responsibility Literature Review 4. 3. 2. 1. Objectives spherical. all benefits greater to translate could this term, long Over with. interact and target they customers their of trust and respect the with benefitted definitely will strategy marketing that makes use of both ethical and socially responsible To understand ethical issues faced in marketing. facedToin issues ethical understand strategy. marketing into ethics To integrating of benefits the analyze plan. marketing Toresponsible socially a implement develop and marketing. Ethical and marketing To understand the concept of social responsibility IMJunl fMngmn ad IT and Management of Journal IITM

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Downloaded From IP - 115.254.44.5 on dated 24-Apr-2019 hlspy f iduns ad responsibility. and the mindfulness follows of and practices philosophy marketing traditional of drawback the directs marketing conscious Social 2013). al., et (Kotler ahead. it pay to possibilities provide value to the customers over time whilst finding meet and exceed their needs, back their up claims and products certain make marketers Ethical time. right the at people right the to products right the provide Marketers time. long the in society and consumers benefit also can product of form this of and type products this from reap can gratification Consumer’s immediate fervently. products desirable produce and long time. Socially responsible companies have to what is in the best interest of the society in the marketing present a is philosophy. marketing It shows that a company must considerate responsibility Socially decisions. those make consumers the right example of one of the means by way of which as philanthropic without being phony. BrandKarma is have a main duty to make sure their practices to are visible strength marketers so fail; or succeed companies which decide and right the the have Consumers 2013). interact(Marinova, they communicate which with and communities various package the impact will that to decisions organization’s is regard this in marketers of responsibility main The 1990). employees, including community, consumers, and shareholders (Hunt et al., stakeholders, ethical company’s taking is movements a marketing inspirethat positive impact on all of the responsible form, socially fundamental most its In it where business. and conducts whom with whole a as environment and society its individual, about concerned basically is organization the when To is responsible socially be whilst society on 2015) impact (Anatasia, impact negative its minimizing to positive its obligation business maximize a to pertains that concept into consideration ethical. Social responsibility is a large should be socially accountableso that you can be taken be the same thing nor do all business actions in necessarily ethical consideration phrases of business, society into and individually might taken not is what that is considered often with ethics. The difference among the two in marketing is responsibility Social citizens. reinforce social ethical and forvalues of the advantage also should they however profit-driven, simplest be Volume 9, Issue 2 Issue 9, Volume • July-December 2018 July-December that consciousnessspecializes in honesty, fairness and fairness honesty, in consciousnessspecializes that marketing conduct. Ethical marketing is a philosophy ethical through best achieved be can welfare business sustainable marketing goals of long-term customer and company’s effectivenessa and reputation.ultimatelyharms As a it result,Further, the large. a at society and the long unethical marketing run, customersdamages Good ethics is a keystone of marketing. Insustainable Ethical Marketing • • • • • characteristics. following the perfecting by accountable and moral more practices greater benefits all round. Nowto a day’s translate firms could make may their this time, long Over with. and trust of the they and customers approach interact strategy will responsible marketing benefit the respect A company makesthat use of both ethical and socially society long-term and value benefit(Marinova, 2013). offer and ideas innovative satisfaction, consumer on Company-marketing practices must be primarily based otig h cmeiin r considered are practices. marketing unethical competition the terrible mouthing and shortages fake Creating product. your in pay to inclined be may they much how on information with up come will market goal : Ethical without permission is unethical and breaks trust. information customers’ or prospective companies acquiring steer to it selling information, their to access to you allow to sufficient believe Privacy: Customer Respecting ethical. or moral obvious transparent, be must company the of practices company.The a damage could need customers information and facts disguise Transparency: warnings. and advisories clean have to need environment to the health conditions of people, animals or the Safety marketing. your of honesty the viable side effects so customers come to recognize advertises. Marketinghave to be transparent about it promises to, orhelps a lifestyle presenting it in Honesty: : : Any product or service that might be risky Making sure a product satisfies a need a a sure product Making satisfies n srtge t cnrl and control to strategies Any Accumulating data about your about data Accumulating When customers 51 www.IndianJournals.com Members Copy, Not for Commercial Sale

Downloaded From IP - 115.254.44.5 on dated 24-Apr-2019 52 • • • may following The principlesmarketing: of ethical are the targets make to . a in result effectively and additionally procedures and policies the bending and player team a Being organization. the help to accomplished is misconduct marketing by numbers the reaching almost making impossible in sales targets. In assist reality, to most management Marketers organization. are asked by usually top-level of marketing a within network social complex a in arise definition of kind decisions ethical that acknowledges This ethics marketing 1990). al., et stakeholders (Hunt (iv) groupand individual work a and in achievement organization,(iii) acceptance the in social (ii) advancement performance, overall organizational global (i) to advantage environment business a in activities marketing implementing and or wrong within the organizational context of planning inculcate decisions about what is right 2007). (Mohamed, marketplace and standards for growing desirable conduct inside the main reasonThe of marketing 1997). ethics al. is to address et principles (Saviour& stakeholders. other all and consumers to equity where and integrity sectors show actions corporate for strategies and policies marketing establishing basically is It straightforward. formulating as and obvious are that practices defined establish to guidelines be can ethics the Marketing ensure to vicinity in accomplished. and broadcasted is company’s put intent be can guidelines of set widespread a subjective, are right and wrong business to Though development. strategies business and communication sales from and considered, are products in promotions (Anatasia, 2015). All aspects of marketing considerations and environmental social incorporating of means by stakeholders in customer interest/relationships, and strong create value for and all interest healthier construct services, customer or products generate companies which through process a is marketing responsibility.Ethical during all the minute marketing decisions. marketing minute the all during openly and honestly discussed be should Ethics ethics. personal of standard Marketing professionals should follow the highest trust. and truth of standard same the share communications marketing All • • • mix. marketing their of sound marketing plan and combine it into all elements with this inSo mind, companiesneed 2015). to create(Anatasia, an stakeholders ethically the all of interest the maximizing profits of for the businesses but which at targets the not larger work applicable be which and might ethically which regulations and rules hand in hand. It is the social responsibility to formulate Social responsibility and ethics marketing to ought go the of top the 2013). al, et be (Kotler agenda. corporate to growing is ethics efforts, marketing marketing for push increased and industry or the business, groups of growth continuous effect the With businesses. individuals, an be it have whether which stakeholders indirectly or directly activates company’s The opinionated. and savvy are Organizations are conscious that consumers now a day Ethical and Marketing Responsibility Social Merging • • • • reflect the ethical profile of the company – the of profile ethical the reflect not do that policies company against up Speak power.economic and marketing social the accept obligations to and shareholders that include increased strategies and policies decisions, marketing their to of effects the accept obligations social shareholders the acknowledge To inspired. be may your customers, the and press, all those watching that soorcountry. community doing in It the is accountable and how your firm can honestly help good – look to just not Do good various by established organizations. professional and governmental standards and Marketers must comply with the rules, regulations children). to marketing (e.g. on of the nature the product wellas consumer as based equity with treated be should Consumers their endorse to pay products. they whom to about transparent and obvious be should Marketers compromised. be never should and important utmost be should customer the of privacy The - It is the duty of the marketer to marketer the of duty the is It - IMJunl fMngmn ad IT and Management of Journal IITM Focus on being As www.IndianJournals.com Members Copy, Not for Commercial Sale

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Downloaded From IP - 115.254.44.5 on dated 24-Apr-2019 54 • strategy: marketing in ethics following ofThebenefits the integrating are conscience corporate 2013). (Marinova, and welfare consumer time develop and allowable personal integrity, and based on standards primarily long- legal is what beyond a Under sustainable marketing concept, have managers behavior. to look ethical and responsible socially of a philosophy workto have out manager marketing of hands and firm Every the managers. places and companies in individual but system principle, the on not obligation enlightened more be and to A econd, system. ought legal and market troubles free the such by determined that states principle that concepts few are marketers there can choose amongst(Hunt But et al., 1990).One make. to ought difficult ethical decisions peoplethat and corporations the all resolve cannot guidelines best the even course managers’ cope with questions of marketing ethics. Of offer organization guidelines and policies to assist their Increasingly, companies are responding to the need to and 1999). members (Gilbertson, choices strategic organizational of effects social and ethical the of (iii) and stakeholders, values the (ii) of the (i) risks related to and ethical legal misconduct, knowledge a replicate that evolved be to ought plans implementation and strategy Marketing social managers. marketing and upper-level by ethics decided of as responsibility elements distinct of consist education to ought plan marketing The workplaces, audits. and programs, ethics behavior, of codes through requirements legal and firm’s a values moral social monitor and communicate, establish, programs Such compliance, legal effort. organization-wide an make ethics and responsibility that integrity or packages initiatives compliance ethics through process planning marketing their strategic into ethics and responsibility social integrate companies Many areas. different in ethics have emerge as a precursor of researches marketing in ethics in researches that citing in overstatement significantly heightened (Marinova, 2013).There is no manner. Interest in concernsethical in marketing has, better respond to the stakeholder’s demands. A demands. stakeholder’s the to respond better can personnel their and companies performance responsible marketing Improves Socially : pollution control 1999). (Gilbertson, Whilst personal marketing, satisfactory, pricing, sales techniques, privacy, hiring practices, and product about decisions unexpected make to required themselves find often experience business confined have who Individuals ethical an employ to strategy. marketing seeking from up stand that be performed. However, there also somecan be issues to need transactions diverse how and shape take will relationships business the how about expectancies of set a have issues. transactions marketing in specific involved Parties on settlement of lack and the from conflicts up get marketing in issues 1990).Ethical al., et (Hunt polices organization and competition for information a strategies facet use, overgaining the research and Ethical , marketing can guide EthicalIssues Faced Marketing in • • • • • jobs. change to likely less be will so and difference a marketers feel like their time at the job will make reap its goals. Great marketing practices make new to organization the to satisfied willassist who be investors, and suppliers customers, personnel, increases and recruits retention: of quality Improved pleasant feelings and reviews and spread the word. for them, but will also accomplice the with which will customers believe benefits that the organizations cares the are organizations cannot afford to overlook. Not only customers among Goodwill: eye. blind a turning and corners cutting legal: marketing Keeps value. company increase will which value customer on primarily Marketing: Win-win tempting. become to ought in economic downturns when unethical practices Compass: Marketing Moral . damaging and reduce the costs of legal violations, civil litigation, decisions. Social responsibility buying and ethical behavior consumers’ both can for critical very is responsibility social for company’sreputation go cmay trcs good attracts company good A reputation strong Goodwill and IMJunl fMngmn ad IT and Management of Journal IITM h fcs f hs is this of focus The t eue te ik of risk the reduces It This is significant is This www.IndianJournals.com Members Copy, Not for Commercial Sale

Downloaded From IP - 115.254.44.5 on dated 24-Apr-2019 • • • • • • as: Each marketing concept has its own ethical issues such 1990). al., et (Hunt issues ethical personal impact or control longer no ethics should relate marketing to work environment However, decisions and must develop. issues new as analyzed and modified questioned, be can oflife way vision of is shared part ethics of that an organization’s an from reliable relationships with all involved stakeholders. A develop conduct organizational perspective, to cultivate dependable acceptable and of shared vision a that essential is It place. take may additionally conflict ethical group, work the through held values are inconsistent with the configuration of values Volume 9, Issue 2 Issue 9, Volume detsd od a uaalbe r o o any of not or unavailable was good advertised them over to a higher priced product, because the they switch of the attention customers, the draw they once then and bait a as low prices advertise competitors: with Dealing reputation. tarnished a with industry the left has and marketing direct with synonymous almost are now-a-days approaches trustworthy.Unsolicited not and disruptive also telemarketing are but only not annoying, are which companies through products their selling practices: Channel Delivery prices. high very charge to retailers forcing are manufacturers and price its determine to jointly products similar making issue: Pricing true. not is which something believe to led is consumer the when advertising deceptive related profits. with creating These are of its way immoral and product unethical an is the importance of uses the about claims false Promotion: and Advertising Unethical unrest. which and disparity social causes company for important less are which the consumers other out weeding and customers of selective marketing practice is to select Audience: specific Market Specific Selecting behavior. marketing affect ultimately will which attitudes and ideas undesirable shape Research: can Market lead to stereotyping that will Irresponsible • It emerges when competitors are competitors when emerges It July-December 2018 July-December ay companies Many aktn like Marketing Improper h use The Making • • • • References business. in wrong is what and right is what of knowledge apparent an be should there that the codes of conduct. ethics Inshows marketing sum, breaching for them against taken be to have right actions the then guidelines follow not does someone support, customer product development and ethical general standards. If pricing, standards, advertising relations, distributor cover should regulations These with. comply must organization the within everyone that guidelines broad corporate regulations- ethics increase marketing to ethical need excellent companies have sensitivity, managers all not that fact the to Due uncertain. often is do to thing best The dilemmas. more many face marketers Conscientious product. their advertising dishonorably are they then properlydisclosednot are products the When norms. and organization’s values and individual the between dissimilarity the to due the expectations of customers. Ethical usually issues arises meeting in marketers for dilemmas ethical few want not do unrealistic orguarantees, deceptive services. There They are service, customers. the of of expectations Reliability fewthe products of toaddition are of receptionvalue and understanding trustworthiness, reference. responsiveness, with and manner fair a in handled be to anticipate customers that normal is Itcluster. or entity an of verdicts and the sincere values and standards that govern the actions forms toa basis the victory of the company. Ethics are the clients its bond with and of marketing ethics The Conclusion Marketing & Society & Marketing Marketing. & Ethics Responsibility, (2007).Social Mohamed Labbai, Pearson/Prentice-Hall. Jersey: New edition. 13th (2013). K.L Keller, & P. ethics. Kotler, marketing empirical of an Science, Marketing theory of on Academy the of Journal general a of Commentary investigation (1990). S.D. Hunt, social-responsibility-ethics-marketing/. https://www.cleverism.com/ from Retrieved Marketing. in Ethics & Responsibility 6).Social February (2015, Anatasia technique. marketing unethical of kind such use opportunities fromhome work and surveys online customer. Many the to value nentoa Mreig ofrne on Conference Marketing International , Vol, 8, 17-28. 8, Marketing 18, 173-177. 18, 55 . www.IndianJournals.com Members Copy, Not for Commercial Sale

Downloaded From IP - 115.254.44.5 on dated 24-Apr-2019 56 • • . aioa 21) Mreig tis n Social and Ethics Marketing Responsibility. (2013). Marinova N. epniiiy n aktn: n xmnto o the 39( Strategies. of Research, Business Advertising Examination of Social An Evaluation and Ethical Marketing: Ethics in W (1997). bFaye Responsibility Barnesd Jr. H Vitell James J Scott Gilbertc Nwachukwua L.S Saviour Trakia Journal of Sciences, 11 Sciences, of Journal Trakia 2), 107-118. 2), (1), 535-538. (1), ora of Journal • • Marketing, 20 Social and Marketing. in PhD (1999). Ethics Responsibility Gilbertson F. Thomas marketing.asp. ask/answers/042215/why-social-responsibility-important- (2018, marketing https://www.investopedia.com/ from important 19).Retrieved August responsibility social Why (1), pp:51-61.DOI: 10.1300/J090v20n01_ 05. IMJunl fMngmn ad IT and Management of Journal IITM ora o Poesoa Services Professional of Journal