P/M/357. Dissertation. Ethics in marketing

The dissertation aims to reveal the ethical issues related to modern marketing. The literature review reveals the opinions of marketers about the influence of ethics on marketing over the last five decades. The reasons behind unethical marketing practices are analysed. The author proposes to use the model of Strategic Corporate Social Responsibility (SCSR) as a guide to apply ethics in business strategies. The methods of primary data collection (a questionnaire developed by the author), interpretation and secondary research (analysis of printed and online sources) are used in combination to identify the concept of Fair Trade. Recommendations are made to companies about the ways to ensure fair trade.