ETHICS OF ONLINE MARKETING COMMUNICATIONS OF TRADE BUSINESS
ETHICS OF ONLINE MARKETING COMMUNICATIONS OF TRADE BUSINESS

Summary/Abstract: Customer is the main hero of online trade game, so there are online marketing communications to be involved to use the conception of social-ethic marketing. Customization and personification influences not only marketing orientation, but the methodology, instruments and online marketing communications approaches. The problem is that in the ethical norms of trade enterprises, it is not considered the customers’ interest to the protection of their privacy and imposes online marketing applications. The author conducted analysis of legislative regulation of Digital Marketing Communications and Online Behavioural Advertising. This paper discusses the application of scientific approaches to the online marketing communications in the companies’ trade, based on the concept of social and ethical marketing. Detected examples of ambiguous consumer perception of online marketing and communication applications, led to proposition of solution: the developers of online marketing communications and applications software systems, developers must balance the need to ensure the privacy of consumers and the needs of enterprises of trade, taking into account both the needs of the consumers, the freedom of choice and social benefits. The author offers the model of trade business cooperation with customers.

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