Integration of Faith and Learning II
Marketing management and the ethics should be closely kept. Kotler and Keller (2013) define marketing management as “the art and science of choosing target markets and getting keeping, and growing customers through creating, delivering, and communicating superior customer value”.. Joshua 1:9 says “Have I not commanded you? Be strong and courageous. Do not be terrified; do not be discouraged, for the LORD your God will be with you wherever you go” (NIV). As Christians, we should keep in our hearts and minds that God is always faithful; the same should be able to be said about us as business executives when asked of our customers and employees
Throughout history, many unethical decisions have been made by people in charge. “Marketing has long been charged with ethical abuse because marketing managers face some of the most troublesome ethical problems in business, [including] gifts, bribes, price discrimination, dishonest advertising, overselling… dishonesty [and] unfairness to employees” (Chonko & Hunt, 1985). Therefore, we as Christian business leaders must ensure we hold ourselves and others to the highest standards, thus bringing glory to God. By bringing glory to God, we must also ensure we are humble. Humility can be examined by the way we interact with our coworkers, subordinates, the customers, and last our competitors. Successes of companies that are guided by God’s will can always be traced back to the beginnings or to some point throughout the life of the company to when they “put it in God’s hands”.
Marketing management must not be an “at all costs” evolution. Instead, we need to ensure our personal and business priorities are aligned properly. We need to ensure we have the moral and ethical courage to do what is right, much like Joshua did when God told him to go lead the Israelites. Joshua faced incredible uncertainty and no doubt would have failed if not for trusting God and taking a few chances....