It gives us immense pleasure to present the First Edition of Marketing Ethics, which has been carefully developed to align with the Third Year B.Com. (Management Studies) curriculum under the University of Mumbai, as per the guidelines of the National Education Policy (NEP) 2020 and is applicable from the academic year 2026–27.
Marketing today is not only about satisfying customer needs but also about conducting business in an ethical, transparent and socially responsible manner. This book introduces students to the principles and practices of ethical marketing in the modern business environment.
It covers the ethical foundations of marketing, moral reasoning, product ethics, transparency, consumer protection, advertising ethics, digital marketing and sustainable branding. The content is presented in a simple and practical manner to help students understand contemporary ethical challenges and responsible marketing practices.
It is hoped that this book will enable students to develop ethical decision-making skills and prepare them to become responsible marketing professionals committed to fairness, integrity and sustainability.
Contents –
Module 1: Ethical Foundations in Marketing
1.1 Nature of Ethics in Marketing
1.2 Significance of Ethics in Marketing
1.3 Stages in the Evolution of Ethical Marketing
1.4 Ethical Values and Reasoning
1.5 Features of Ethical Reasoning
1.6 Approaches to Moral Reasoning in Marketing
1.7 Transparency and Fair Practice
1.8 Fairness in Marketing Relationships
1.9 Areas of Marketing Responsibility
1.10 Importance of Responsibility in Marketing Relationships
Module 2: Contemporary Ethical Challenges and Responsible Marketing
2.1 Ethics in Advertising
2.2 Principles of Ethics in Advertising
2.3 Protection of Vulnerable Consumers
2.4 Regulatory Frameworks for Consumer Protection
2.5 Compliance Standards
2.6 Ethical Principles of Data Privacy
2.7 Tracking and Consumer Monitoring
2.8 Ethical Issues in AI-Driven Marketing
2.9 Importance of Digital Marketing Ethics
2.10 Green Marketing
2.11 Fair Trade
2.12 Corporate Responsibility for Sustainable & Responsible Branding
2.13 Ethical Branding
