Ethical Marketing Leadership: A Dyad Approach

Abstract

In todays corporate world, ethical marketing has been playing a significant role in the formulation of marketing strategy for overall growth of a business organisation. Ethical marketing refers to the application of marketing ethics and widely respected code of conduct in an organisations business efforts. The modern marketing leaders have been focusing on customer satisfaction, retention, and value creation. They have understood the significance of marketing ethics in the modern competitive world where scams and scandals are the routine matters. Ethical marketing leadership is a key to success while unethical marketing practices may lead to dissatisfied customers, bad publicity, a lack of trust, loss of business, or sometimes even a legal action. This paper is thus, an attempt to study in detail ethical marketing-leadership obtaining data from 195 marketing leaders through a questionnaire based upon five point Likert scaled items. The study is dyadic in nature as it considers both theoretical as well as empirical perspectives.

Keywords: Ethical Marketing, Marketing Leaders, Product, Price and Promotion

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