Marketing has evolved since the 1960s from a product perspective to a consumer perspective, with companies now using marketing to be more sociable, credible, and trustworthy. The academic study and application of ethics in marketing processes has been the subject of study since the very beginnings of marketing itself. But most theories of ethics in marketing have focused on large companies or business corporations. Small companies have mostly tried to adopt the marketing processes and actions of…
Read moreMarketing has evolved since the 1960s from a product perspective to a consumer perspective, with companies now using marketing to be more sociable, credible, and trustworthy. The academic study and application of ethics in marketing processes has been the subject of study since the very beginnings of marketing itself. But most theories of ethics in marketing have focused on large companies or business corporations. Small companies have mostly tried to adopt the marketing processes and actions of large companies, and this has made it impossible for them to apply their own ethical processes in the marketing of their companies. And even more so when these processes are characterised by the search for the common good, social marketing, environmental or corporate social responsibility. If we add to this the fact that communication between large companies and their customers is largely digital. Small companies do not seek ethical processes in their digital communication, but rather copy the big companies. In this sense, it is crucial to propose an answer to how we can generate ethical marketing in small companies and how it can generate increased sales.
