Dharma and Ethical Marketing – A Holistic Approach

Abstract

Marketing develops, communicates, distributes, and exchanges products and services that are valuable to consumers and the general public. This concept places a strong emphasis on using marketing as a discipline to deliver value that helps society as a whole. Value can only be delivered if the role of marketing is consistent with modern ethical and moral philosophy. Ethical marketing techniques place a strong emphasis on responsible and transparent behavior from both individuals and organizations, which guarantees honesty and fairness towards customers and other stakeholders. Integrity and justice in product or service pricing, promotion, and distribution are crucial for the organization as a whole as well as for the professionals in sales and marketing. The systematic examination of unethical practices in product distribution, including unfair pricing, misleading advertising, and discriminatory practices, is known as ethical marketing This paper explores the integration of Dharma, an ancient ethical and moral framework, with contemporary ethical marketing practices. It examines how Dharma can guide businesses in creating marketing strategies that are not profitable but also socially responsible and morally sound. Through a theoretical analysis, this paper demonstrates the potential benefits and challenges of a Dharma-based approach to ethical marketing. This paper aims to bridge the gap between ancient ethical frameworks and modern business practices. By integrating Dharma into ethical marketing, it seeks to propose a holistic approach that benefits businesses, consumers, and society.