Three ethical principles provide a framework to help the marketer distinguish between right and wrong,determine what ought to be done,and properly justify his or her actions.One of those principles is called utilitarian ethics.

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Utilitarian ethics is one of the three ethical principles commonly used in marketing. It is a moral philosophy that suggests actions should be taken in a way that maximizes overall well-being or happiness for the greatest number of people.

Three Ethical Principles Provide a Framework to Help the Marketer