Business Ethics and Corporate Governance, Second Edition

AREAS IN MARKETING ETHICS

In a general sense, marketers must accept overall responsibility for the consequences of their actions. They must ensure that their decisions, recommendations, and actions serve and satisfy all the stakeholders in the society. For instance, consider the Telecom Regulatory Authority of India (TRAI) rule introduced in May 2006 mandating all telecom firms to ensure proof of identity and address of all new customers who apply for pre- and post-paid mobile connections. The new rule was set after the Indian intelligence inputs to the Government of India that many pre-paid mobile connection that were easily procured earlier without any proof of identity and address were being misused by terrorists and the underworld for various ...