Abstract
Consumers have shown an increasing interest in ethical issues over the last few years. Consequently, ethics has become particularly relevant in marketing, as it represents the interface between the company and the customers. This paper discusses the different ways in which an organization can become more ethical and socially responsible in its marketing activities. A presentation of ethical theories clarifies what ethics in marketing is. Many examples of companies' practices permit to identify societal marketing strategies and common ethical issues that marketers are likely to encounter. The development of codes and decision-making processes can help them to be more ethical in their activities.
Keywords - Corporate societal marketing , Social responsibility, Code of conduct and Ethical decision making
