Volume : 2, Issue : 5, May - 2013

Growing Marketing Innovations and Falling Business Ethics

Dr. Pramod Thapliyal

Abstract :

Planning to meet the opportunities and challenges of global marketing, marketers are making constant innovations with respect to all their P’s. In a bid to sell their products, marketers ing in new product, features, and marketing gimmicks to lure the markets not realizing the curse it is casting on the society as a whole. The objective of this paper is two–fold: firstly, to analyze the paradigm shift in marketing and secondly, the resulting ethical concerns. In order to overcome the cut–throat competition posed by the global marketers, companies are using catchy advertising fiasco which is an impressive hyid, combining the illegal, the deceptive, the offensive, the derivative, the tasteless, the disrespectful and the unsightly contents. So, a business which creates its own code of marketing ethics and implements this code into every aspect of its business operations gains an ability to provide qualitative benefits to its customers. Hence, Ethical marketing results in a more socially responsible and culturally sensitive business community. Marketers who are pursuing a socially responsible agenda should bear in mind that such efforts do not automatically translate into increased revenue or even an improved public image. However, organizations that consistently exhibit socially responsible tendencies may eventually gain a strong reputation that could pay dividends in the form of increased customer loyalty. The present paper focuses on global fundamental marketing ethics principles should be applicable to all markets.