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...International journal of management and applied science issn volume issue nov marketing ethics p s krishna rajan e mail krishnarajan yahoo com abstract is an area which deals with the moral principles behind operation regulation people are made to participate in research without their knowledge or consent individuallooses his right choose whether he wants take part no unethical debarring him fundamental rights also sometimes employer marketer forces employees customers a thus its amount coercion not ethical for conducting sound almost all theoretical efforts normative positive other words works have been focused only on developing guidelines rules assist marketers behave fashion contrast this article descriptive prescriptive begins discussion evaluation two major theories philosophy then develops theory uses that explain some empirical has conducted aim study how use dual background recognize business opportunities finding response question would contribute literature by providing data...