ETHICS AND MARKETING IN THE KNOWLEDGE BASED SOCIETY

Abstract

This paper aims to highlight the relationship between marketing and ethics. Today we face great challenges given the so-called knowledge society, as through the internet and social networks we can learn anything about anyone, including large corporations and about. The work that we realized is composed of two parts, namely: the ethics part and marketing, and later to stress that ethical marketing concept means and how it can be achieved in our country.

Marketing appeared a long time ago, at first in the USA during the first part of the twentieth century. The modern concept of the term marketing refers to the main purpose of the economic activity, which is consumer satisfaction. During the last five decades, along with the development of tourism, marketing interferes with this area and gradually expands to other areas as well. Many authors try to define tourism marketing in certain ways, but eventually tourism marketing is presented as a process of identifying and ensuring the formula by which both consumer satisfaction and the achievement of the entrepreneurial goals become possible. During their daily activity, marketers face various moral issues, but most often the activities they undertake are not clear in terms of ethics.