المفهوم التسويقي الحديث وفق أطر أخلاقية : مقاربة نظرية

الملخص EN

Organizations nowadays acknowledge that marketing as an economic and social domain is based on the perception of the consumer as the market master.

This latter is the starting point for all activities and decisions in the organization.

Such perception puts the consumer at the top of the institution's organizational hierarchy.

The misleading or deceptive marketing practices of enterprises destroy their business and threaten their market viability in the long run.

There is clear evidence that ignoring societal requirements for responsible marketing can destroy consumer confidence and alert government legislation that irresponsible actions that cause consumers or competitors resentment have legal consequences.

Proper marketing activity is incompatible with all misuses.

Actually, institutions establish an ethical framework through which their marketing activity is conducted.

This framework advises the marketing man on what to do and what should be avoided.

Key words: marketing activity, deceptive practices, responsible marketing, consumer confidence, ethical framework.