出版社：Academy of Economic Studies - Bucharest, Romania
摘要：More and more firms answer to the need to offer policies and directions that help mana gers to approach the problems of marketing ethics.Business ethics represents a reaction against immoral practices with negative effects in society, but also an awareness of the observance necessity of moral rules in the field of economics. Social responsible marketing imposes that market approach attends firm interests and also those approached. Social responsibility is a tool of assurance for the firm success on long term. More and more companies are concerned in ethical conscience growing up of the managers and workers. The firms have to analyze if their marketing activity is actually ethical and social responsible. It is advisable that organizations conceive corporate policies of marketing ethics that include detailed directions that have to be observed by the staff of the company. Ethics and social responsibility need a total engagement of the firm. They have to be a component of the whole firm culture. Ethical values promotion is done by team work and by initiative and the results appear in increasing reputation and organization image.
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