New years revolution: morality in marketing

New years revolution: morality in marketing
Document type
Corporate author(s)
Chartered Institute of Marketing
Chartered Institute of Marketing
Date of publication
1 January 2005
Chartered Institute of Marketing Paper
Marketing: all aspects of marketing, advertising and public relations
Business and management
Material type

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This paper argues that the term 'business ethics' has been devalued in recent years. This is because some companies have used ethical policies to further their own ends – ethics can be twisted to suit a company’s own ends. As a result, customers are beginning to consider some corporate social responsibility (CSR) schemes and fair trade products as marketing ploys.
One way for companies to redress this is to focus on morality instead of ethics. Ethics is a code of practice. Morality is the truth that underlies ethics. If companies don’t commit to moral values, the increasing weight of legislation will force the issue. Two issues are explored in this paper: why it is important for morality to underpin business rather than companies merely creating an ethical code; and how this morality could be achieved. 

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