International Journal on Leadership

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Ethical Marketing Leadership: A Dyad Approach


Affiliations
1 Department of Commerce, University of Jammu, Jammu & Kashmir, India
2 The Management School, Kathua Campus, University of Jammu, Jammu & Kashmir, India
     

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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 organisation's 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 marketingleadership 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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  • Ethical Marketing Leadership: A Dyad Approach

Abstract Views: 439  |  PDF Views: 2

Authors

Bodh R. Sharma
Department of Commerce, University of Jammu, Jammu & Kashmir, India
Naresh Sharma
The Management School, Kathua Campus, University of Jammu, Jammu & Kashmir, India

Abstract


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 organisation's 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 marketingleadership 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.

References