أخلاقيات التسويق: تحديد المفهوم بمقاربة نظرية تحليلية

الملخص EN

The current study aims to determining to marketing ethics concept through an analysis of its evolution, linguistic meaning and its conceptual meaning, in addition, we highlighted the controversy between ethics and marketing, in order to determine the directive function of the marketing thought.

the study has shown that the marketing ethics is a concept appeared before the marketing concept, as it forms a larger framework which may include all the actual and future marketing conceptions, as the marketing ethics can be considered as a tendency for the marketing thought, in addition to that, it cannot be categorized among all the secondary marketing concepts which might be applied in need, however the marketing ethics consists of values governing other marketing concepts.