<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Marketing is the art of delivering value whilst ethical marketing is to provide this value through what is morally right. This new era customers are well informed, more knowledgeable, less vulnerable to unethical practices and cannot be easily manipulated by marketers. Many companies are thus, moving towards ethical marketing so as to develop trust among existing and new customers. Strict regulations by the Mauritian government have further forced marketers to act ethically; whereby the advertising of alcoholic beers has been banned. Yet, indirect strategies have been adopted by marketers so as to pave their way in this competitive industry. What are they? Are customers aware about them and are they influenced? Road accidents, social violence and health problems are associated to such malpractice. This study has shed light on the above and measures have been proposed for the benefit of customers, marketers and the government. This study was connected to the ethical theories.</p></abstract>

Marketing is the art of delivering value whilst ethical marketing is to provide this value through what is morally right. This new era customers are well informed, more knowledgeable, less vulnerable to unethical practices and cannot be easily manipulated by marketers. Many companies are thus, moving towards ethical marketing so as to develop trust among existing and new customers. Strict regulations by the Mauritian government have further forced marketers to act ethically; whereby the advertising of alcoholic beers has been banned. Yet, indirect strategies have been adopted by marketers so as to pave their way in this competitive industry. What are they? Are customers aware about them and are they influenced? Road accidents, social violence and health problems are associated to such malpractice. This study has shed light on the above and measures have been proposed for the benefit of customers, marketers and the government. This study was connected to the ethical theories.

Distorted Facets of Marketing Ethics for Alcoholic Beer Marketing

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Distorted Facets of Marketing Ethics for Alcoholic Beer Marketing"}

Marketing is the art of delivering value whilst ethical marketing is to provide this value through what is morally right. This new era customers are well...

Distorted Facets of Marketing Ethics for Alcoholic Beer Marketing

Published Online: Nov 19, 2016

Page range: 79 - 96

DOI: https://doi.org/10.1515/sbe-2016-0023

Keywords
Mauritius, marketing, ethics, customers, alcoholic beer, strategies

© 2016 Newaj Avinash et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Distorted Facets of Marketing Ethics for Alcoholic Beer Marketing

Published Online: Nov 19, 2016

Page range: 79 - 96

DOI: https://doi.org/10.1515/sbe-2016-0023

KeywordsMauritius, marketing, ethics, customers, alcoholic beer, strategies

© 2016 Newaj Avinash et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Mauritius, marketing, ethics, customers, alcoholic beer, strategies