Abstract: Ethical marketing has become a critical concern for organizations operating in global markets characterized by cultural diversity, regulatory asymmetries, and heightened stakeholder scrutiny. Multinational firms face complex ethical challenges related to consumer protection, cultural sensitivity, data privacy, environmental responsibility, and social justice. Practices considered acceptable in one country may be viewed as unethical or even illegal in another. This research paper examines the major ethical marketing challenges in global markets and analyzes how firms can design ethically responsible marketing strategies while remaining competitive. Drawing on international marketing, business ethics, and corporate social responsibility literature, the study proposes an integrative framework for ethical decision-making in global marketing. The paper offers theoretical insights, managerial implications, and directions for future research in the evolving landscape of global ethical marketing.
Download
Download XML