Etika u marketingu je tema koja otvara niz različitih pitanja i područje čije značenje raste. Cilj ovog rada je naglasiti važnost etičkih problema u marketingu, pomoći vam da naučite etički odlučivati u marketingu. Shvatite li značenje etike u marketingu, bit će vam lakše prepoznavati i rješavati etičke probleme nekog poduzeća ili medija. Problemi vezani uz etiku u marketingu stari su kao i sam marketing. Ovaj rad daje pregled uloge i značenja etike u marketinškim odlukama. Prvo se pojmovno određuje etika u marketingu, potom se raspravlja o čimbenicima koji utječu na etičko odlučivanje u marketingu. Izdvojeni su, etički problemi u marketingu: raspravlja se o načinu podizanja razine etičnosti u marketinškim odlukama i utjecaj koji marketinške odluke imaju na društvo. Rad je zaključen uspoređivanjem moralnog i etičkog kodeksa. Možemo zaključiti da je etika za poduzeće uvijek dugoročno rentabilna. Etika i etično ponašanje uvijek su rezultat pojedinačne, osobne odluke. Želja za ostvarivanjem neke trenutačne koristi poslovne ljude može navesti na neetično ponašanje. Neetično ponašanje doista može rezultirati kratkoročnim uspjehom, ali nipošto ne može biti temelj dugoročno profitabilnom, uistinu marketinškom poslovanju. Potrošači / korisnici, poslovni subjekti i društvo u cjelini prepoznaju, osuđuju i izbjegavaju neetične pojedince, poduzeća i medije.Ethics in marketing is a theme that opens series of different questions and is an area of an increasing importance. The goal of this work is to illuminate the importance of ethical problems in marketing and help you gain ability of ethical deciding in marketing. If you do comprehend the meaning of ethics in marketing it will ease you the solution of ethical problems of certain firms or media. Problems related with marketing ethics are as old as marketing itself. This work gives insight on role and meaning of ethics and social responsibility in marketing decision making. First we define the ethics in marketing, after what we discuss the factors which influence ethical decision making in marketing. Selected ethical problems in marketing are: It is discussed how to raise the ethical level in marketing decision making and influence of marketing decisions on society is discussed. Also some of existing strategies which involve in work of social responsibility of marketing are shown. The work is concluded in comparison of moral and ethical code. We can conclude that ethics are profitable for a firm on a long term basis. Ethics and ethical behavior are always the result in unique, personal decision. The desire of a certain short run indulgence can make people do some unethical behavior. Unethical behavior could result in a moment success, but it could never be a basis for a long term profitable, truly marketing business. Customers/buyers, business subjects and society, always recognize and judge unethical people, firms and media
