engleski

The role of marketing mix elements in corporate ethics statements

This study analyses the current status of corporate ethics statements, their content and prevalence of marketing mix elements among top 500 European companies. First, companies’ official web sites were searched in order to identify the existence of ethics statements which were analysed by a content analysis procedure. Second, a series of eight in-depth interviews were conducted with managers from large global and multinational companies in Europe. Of all companies reviewed, it was found that only twenty five percent of them have any concrete guidance in their code on the marketing issues. This means that there is a lack of emphasis in the area of marketing within company ethical codes and values statements.

Codes of ethics, Ethics statements, Values statements, Marketing ethics

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