![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltext_open_medium.gif)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltext_restricted_medium.gif)
Ethical Marketing as a Tool for Developing Customer Relations: An Empirical Analysis
Subscribe/Renew Journal
In marketing practices, ethics are core building blocks in establishing trust, which in turn helps in building longterm customer relationships. In developed nations, ethical judgment of consumers has received considerable attention but in Indian market setting, marketing ethics have barely been explored. The selling of spurious products is common to Indian consumers. This paper attempts to examine the consciousness among the consumers about marketing practices followed by the marketers in the Jammu region of Jammu & Kashmir State. The study is based on a well defined schedule of five point Likert Scale. The results indicate that consumers are conscious about the marketing practices adopted by the marketers and they are mindful while making buying decisions. Further, the consumers prefer marketers following ethical practices in terms of offering product quality, pricing policy, sharing product information, respecting social and cultural values which in turn help in developing customer relations.
Keywords
Ethical Marketing, Customer Relations, Ethical Dilemmas, Corporate Social Responsibility, Ethical Judgments.
Subscription
Login to verify subscription
User
Font Size
Information
- Agalgatt, B. H., & Krishna, S. (2007). Business ethics-concepts and practices. Nirali Prakashan, 154-168.
- Agarwal, J., & Malloy, D. C. (2000). The role of existentialism in ethical business decision-making. Business Ethics: A European Review, 9(3), 143-154.
- Aima, A., & Sharma, N. (2012). Ethical issues and consumer perception about branded and unbranded milk products: the emerging scenario. International Journal of Research in Computer Applications and Management, 2(3), 15-18.
- Akaah, I. P., & Lund, D. (1994). The influence of personal and organizational values on marketing professionals' ethical Behavior. Journal of Business Ethics, 13, 417-430.
- Alan. R. A. (1993). Unethical seller practices: A neglected issue in consumer satisfaction and dissatisfaction research. Advances in consumer research, 20, 109-112.
- Bhatia, S. K. (2010). Business ethics and corporate governance. Deep & Deep Publications, New Delhi.
- Boatright, R. J. (2005). Ethics and the conduct of business. Pearson, Delhi. pp. 49-61.
- Ferrell, O. C., & Larry, G. G. (1985). A contingency framework for understanding ethical decision making in marketing. Journal of Marketing, 49 (Summer), 87-96.
- Gundlach, G. T., & Murphy, P. E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57, 35-46.
- Hensel, P. J., & Dubinsky, A. J. (1986). Ethical dilemmas in marketing: A rationale. Journal of Business Ethics, 5, 63-67.
- Hunt, S. D., & Scott, V. (1986). A general theory of marketing ethics. Journal of Macromarketing, 8 (Spring), 5-16.
- John, S., & Jeff, H. (2010). In Ethical brand management: Customer relationships and ethical duties. Journal of Product & Brand Management, 19, 240-249.
- Murphy, P. E., & Laczniak, G. R. (1981). Marketing ethics: A review with implications for managers, educators and researchers. In Enis, B. M., & Roering, K. (Eds). Review of Marketing 1981 (pp. 251-266). Chicago, IL: American Marketing Association.
- Murphy, P. E. (1999). Character and virtue ethics in international marketing: An agenda for managers, researchers and educators. Journal of Business Ethics, 18, 107-124.
- Murthy, C. S. V. (2007). Business Ethics. Himalaya Publishing House, Delhi, 244-275.
- Parker, M. (1998). Ethics and Organizations. Sage Publications, New Delhi, 221-337.
- Sharma & Sharma (2011). Legal provisions and ethical values in retail sector: Study of convenience goods. ARASHA Journal of ISMDR, 1, 1-9
- Singhapakdi, A., Gopinath, M., Janet, K. M., & Larry, L. C. (2008). Antecedents and consequences of perceived importance of ethics in marketing situations: A study of Thai business people. Journal of Business Ethics, 81, 887-904.
![](https://i-scholar.in/public/site/images/abstractview.png)
Abstract Views: 548
![](https://i-scholar.in/public/site/images/pdfview.png)
PDF Views: 2