The following information on Marketing Ethics will provide readers with a good foundation in the issues that face business professionals in the 21 st century. Please note that the focus of this Background, and of the chapter, in general, is on the ethics of online marketing . As you work through the readings and activities, you may want to explore Web sites in more depth from that required for the activity. Using the Web means making choices about what links to follow, and how to use the information you find. According to experts, marketing is viewed as human conduct and is subject to academic analysis and public scrutiny.
Ethics is the study of the moral principles that guide that conduct.
From this point of view, the rights of the seller are central. A company has little regard for consumers needs and wants. Here, customer satisfaction is taken to an extreme. No matter what the customer does, it is ok. Nowadays, most ethicists believe that Relationship Marketing is a reasonable practice leading to positive relationships between buyers and sellers.