and capturing value for the firm. In the process of carrying out various marketing activities, through different media, the question of marketing ethics comes to the fore. Marketing ethics according to Philip Kotler is “the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing”. Applied ethics, in the words of Brenda Almond, co-founder of the Society for Applied Philosophy, "the philosophical examination, from a moral standpoint, of particular…
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