Good ethics are the cornerstone of sustainable marketing. Unethical marketing can harm customers and society as a whole. It also damages the company reputation and effectiveness and jeopardizes its survival. Marketers face many moral dilemmas as there are several situations when legal system, profitability and social responsibility conflicts. The two philosophies that should guide companies and marketing manager on issues of ethics and social responsibility are as follows:

The free market and legal system needs to decide the issues related to ethics and social responsibility. Companies need to work in good conscience and do according to the legal systems. It is the consumers who must decide how the company operates. The company has to portray the highest level of ethical standards so as to...