88 5.5 Ensuring Ethical Marketing and Sales
Learning Objectives
- Explain the importance of ethics policies and a culture of accountability for all employees
- Identify the unique ethical considerations and roles for company executives
- Describe how companies manage ethical behavior of marketing employees
- Describe measures companies take to encourage ethical behavior
Ethical issues arise at both an organizational level and an individual level. A single individual can engage in unethical behavior, but most ethical breaches that have significant impact on a business occur when many individuals come together to act unethically. This section will review the steps that businesses take at each level to define ethical behavior and create a culture that encourages employees to do the right thing.
“The way to gain a good reputation is to endeavour to be what you desire to appear.”—Socrates
Learning Activities
- Reading: A Culture of Accountability
- Reading: Executive Role in Ethics
- Reading: Ethics for Marketing Employees
- Simulation: Ethics