THE ROLE OF MARKETING ETHICS ON PRODUCT AND PROMOTION

Zurairah Jais, Salbiah Nur Shahrul Azmi, Siti Nur Asneda Mohd Nazim, Nor Izzuani Izhar

Abstract


Ethics is an important component of human interaction, including marketing activities. This article discusses the role of marketing ethics on some marketing mix elements that focus on products and promotions through a systematic literature review method. Qualitative research guided by library data and news clippings is able to provide an up-to-date overview of misconduct in marketing activities in Malaysia. The results of the study show that most customers place great emphasis on how a product is effective for them. After all, this will influence the action of repeating the purchase as well as suggesting to acquaintances and family members for the next purchase. The successful actions of marketers who act honestly in promotional activities, especially on social media, greatly impact their existence in the market for a long period of time.

 

Keywords: Marketing ethics, Product, Promotion, Marketer, Loyalty


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