Ethics and marketing

Ethics: (Latin Ethica,-ae) sf; Part of philosophy that studies the foundations of morality; conduct set of rules.
Towards a more transparent economy, a current trend, an emerging theme, companies and organizations have taken significant steps beyond the creation of initiatives to demonstrate in practice its goals.

Issues related to ethics, although some subjectivity involved in, are guided by standards or rules contained in codes of conduct. Thus subjectivity is mitigated and guidelines exposed, rules to be followed, facilitating comprehension.

But the mere introduction and implementation of a code, especially a code that covers all employees, requires some care, both for efficiency reasons, but also for resistance that may arise. Immediately raises a pertinent question: the introduction of such a code should be made directly or by opposition, should be developed for such a gradual introduction.

In response to this question, there is Marketing as a fundamental tool for this challenge, clearly in the field of internal marketing in order to create conditions for effective implementation, strategically planned and with the least possible resistance. But even in relation to natural resistance, marketing can and should develop specific measures to mitigate and resolve, or even to circumvent.

Finally, properly framed sustainability issues, ethics can not be reduced only to codes of conduct and statements of intent. Covers not only matters of staff attitude, operation and procedures, among others, thus covering the marketing itself. Obviously, this level moves and changes are issued by top management, but the marketing department should be the first to grasp and implement the key issues of this theme, so you can communicate in a natural way, working, not a foreign body, but having intrinsic values ​​and family.

Apart the domestic sphere, even within the perspective of marketing, ethics and business initiatives in this direction can become even more difficult to communicate ...
Basically, ethics has two dimensions, internal and external, treated and dealt with differently, but worked by Marketing, has a great advantage of being worked by a single entity. 

The Obvious Revolution