According to Sirgy (2001), Ethical marketing refers to a process by which companies can win or gain customers` interest towards their services or products. Customers are the most fundamental stakeholders in a business and they are the reason why businesses exist, and it is the reason why most organizations do invest heavily in marketing department. Marketing ranges from sales methods, business communication skills and business development. Winning and retaining customers would depend on the marketing strategy that has been employed by that particular organization (Boone & Kurtz, 2013).
This paper examines characteristics that are vital for conducting ethical marketing and characteristics of an ethical marketer.
Vital Characteristics for Eth