Ethics in marketing

Etika u marketingu ima važnu ulogu u poslovanju poduzeća s obzirom da je dobar marketing ključan za uspjeh, premda nije uvijek lako donijeti ispravnu marketinšku odluku. Većina poduzeća u svom poslovanju ponaša se u skladu s propisima i zakonima, ali ipak postoje oni čije je ponašanje društveno neprihvatljivo. Neki od problema u marketingu poput lažnih oglasa, zbunjujuće ambalaže, manipulacije, korupcije, zagađivanja okoliša i dr., stvorili su barijeru kod potrošača te izazvali njihovo nepovjerenje. Potrošači obično smatraju neetičke marketinške aktivnosti neprihvatljivima i često odbijaju poslovati s poduzećima koja se bave takvim poslovima. Sve većim razvojem tržišta i industrije želi se ostvariti i sve veći profit, a način na koji poduzeća žele ostvariti taj profit često krši osnovna moralna načela i društvene norme a sve u svrhu prodaje proizvoda ili usluge. U grupu etički osviještenih poduzeća u kojem se poštovanje načela poslovne etike vidi kroz Etički kodeks, Antikorupcijski akcijski program i kroz niz mjera koje se provode u cilju jačanja društveno odgovornog poslovanja je HEP grupa. HEP obavlja javnu uslugu pa njegovo poslovanje mora biti otvoreno javnosti, kupcima, dionicima, medijima i svim ostalim zainteresiranim skupinama. Etika u marketingu HEP grupe implementirana je kroz sve aktivnosti koje se provode u poduzeću, ima izraženu marketinšku komunikaciju s potrošačima, te kroz poslovanje zadovoljava najviše etičke norme.Marketing Ethics plays an important role in business operations since good marketing is key to success, although it is not always easy to make a proper marketing decision. Most businesses in their business behave in accordance with regulations and laws, but there are those whose socially unacceptable behavior. Some marketing problems like fake ads, confusing packaging, problematic sales behavior, manipulation, corruption, pollution, created a barrier to consumers and caused their distrust. Consumers usually consider unethical marketing activities to be unacceptable and often refuse to do business with companies that deal with such jobs. The growing market and industry development want to gain more and more profits, and the way companies want this profit is a violation of basic moral principles and social norms all for the purpose of selling products or services. In a group of ethically-respected companies where compliance with the principles of business ethics is seen through the Code of Ethics, the Anti-Corruption Action Program and a series of measures implemented to strengthen the socially responsible business of the HEP Group. HEP performs a public service and its operations must be open to the public, customers, stakeholders, media and all other interested parties. HEP Group marketing ethics is implemented through all the activities that are being carried out in the company, has a strong marketing communication with consumers, and meets the most ethical standards through the business