TABLE OF CONTENTS Legislation and ethics in the business arena mean more than compliance with accepted norms, guidelines and regulations. Companies now see them as part of the marketing mix and are prepared to promote them heavily. But first let s have a look at the kind of legislation that can impact on the marketing process.
Acts of Parliament in the UK cover such things as labeling of goods and advertising of foods, the provision of remedies that do not match the descriptions or claims made for them, sale goods and prices, buying on credit, guarantees and conditions of sale. It is important for any organisation to be explicit and clear about claims made for goods and services and to get legal advice about all claims made.
Managers need to be aware of their customers rights and how these rights limit what you are able to do for customers.
These are areas of the law that are increasingly blurred by advances in Internet technologies and the sharing of information.
Nevertheless, they continue to be the framework for many organisations in a variety of sectors that rely on patents, copyrights and intellectual property not only for income, but also for differentiation from competitors.
Many organisations, especially large companies in the financial services and leisure and tourism sectors now use the latest technology and systems to capture, store and analyse data. Often a considerable amount of emphasis and attention is given to the mining of...
