ETHICS IN INTERNATIONAL MARKETING

Over the past 20 years, ethics as a discipline has become increasingly important for international business organisations. An increasing number of companies build their strategies on ethical principles and corporate social responsibility. Thus, ethics and corporate social responsibility are no longer purely business concepts; moreover, they represent a necessity for companies that need to implement them in policies and strategies if they want to go internationally. This paper emphasises the importance of ethics in companies marketing activities. This paper aims to show the international environment's ethical and unethical practices related to the international marketing mix. This article's scientific methods are the method of description, analysis, synthesis, induction, deduction, classification, and comparison. The paper presents positive and negative examples of ethical business practice. Ethical companies include the environmental issue and human health in their activities. Unethical companies caused material damage not only to their business activities but to human health overall. Ethical and moral values define good and bad behaviour in the business world. Business success and profit-making are in the very essence of any business, but such success can also be achieved through permeated business activities based on ethical values and principles. Ethical behaviour needs to be implemented through company culture and overall business practices.