Abstract

In this paper the author raises some questions: what's the meaning and the content of ethical marketing? What are the conditions for its application in the business management? What are the advantages of ethical marketing in the short and long term? How to manage correctly the trade-off between ethical decisions and economic effects? The replies are drawn from theoretical approach and a critical review of practices of marketing. The conclusions bring to the consideration of the need and the opportunity of the ethics in the marketing strategy, with the purpose, above all, to retain the customers and to improve the reputation of the firm.