Abstract
This paper enumerates the ethical violations in marketing management and identifies their implications on the firm's ability to satisfy customer needs and compete effectively in the business. The author proposes that organisations should strategically redefine their marketing mix by integrating business ethics with the elements of its marketing mix strategy to gain competitive advantage in the market place. The paper outlines an approach to incorporate ethical aspects in each of the elements of marketing mix strategy.
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Ramaseshan, B. (2015). Business Ethics as an Element of Competitive Marketing Strategy. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_8
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DOI: https://doi.org/10.1007/978-3-319-17311-5_8
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17310-8
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