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Ethical Challenges in Marketing-I

D. P. Padmanabhan

THE IMPORTANCE OF ETHICS

When we look at the definition of ethics, we come very close to the concept of dharma, as given to us by our forefathers. Though there is no direct equivalent for dharma in the English language, it can partly be explained as righteousness or code of righteous conduct for individuals, family members, professionals, institutions, governments, and monarchy. It governs all activities, including warfare.

Dharma was practiced much before the Geneva Convention was put in place or the international human rights came into force. It is indeed ironic that we have given a go-by to these value systems and drifted so far that what at one time used to be followed by society as ...

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