Ethics in Marketing: Understanding Past Trends and Future Prospects Through Bibliometric Analysis

In the contemporary business landscape, long-term marketing strategies depend significantly on ethical considerations with marketing components (4Ps). Despite the increasing interest and evolving discourse of marketing ethics, adopting ethical principles remains challenging for many corporations. Addressing this gap, our study conducts a bibliometric analysis to organize existing knowledge and highlight potential future research directions. By examining citation analysis and co-citation networks, we acknowledge the pivotal contributions of authors and organizations shaping the field. Employing cluster analysis, we identify eight key clusters within the marketing ethics literature. Our research not only consolidates valuable insights from prior literature but also serves to navigate future research in the realm of ethics in marketing.