Musová, Zdenka, 1971- Consumer' s perception of ethical aspects of marketing activities / Zdenka Musová, Hussam Musa. -- Current long-running and dynamical global trends in the macro-environment influence marketing activities of enterprises as well as the planning and the implementation processes of marketing strategies. Marketing has always been criticized for using certain unethical practices which harm the consumer, the enterprise that uses them, and have a negative effect on the whole society. A low quality, dangerous, or otherwise inappropriate product, high prices, hard sale or misleading and deceptive marketing communication, do not have a positive influence on a customer. Therefore, there is a growing demand of the enterprises for establishing such corporate rules that will enable employees to get oriented in marketing ethic. Using market opportunities with regard to the ethical dimension of business, is a great challenge these days. Creating an ethical marketing mix is the responsibility of marketing employees. Therefore, this paper synthesizes our knowledge of the given topic, findings how the

In Managerial trends in the development Duda, Jiří. -- Nitra : Slovak University of Agriculture in Nitra, Faculty of Economics and Management, 2017. -- 949 p.. -- ISBN ISBN 978-80-552-1739-0. -- online, pp. 642-678

1. etika 2. ethical marketing mix 3. unethical marketing practice 4. consumer’s perception

I. Musa, Hussam, 1968-
II. Managerial trends in the development. -- online, pp. 642-678

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