<p><span><span><span><span><span><span><span><strong><span><span><span>Ethical marketing</span></span></span></strong></span><span><span><span><span><span>: The systematic study of how moral standards are applied to marketing decisions, behaviours and institutions (Murphy et al., 2005, p. 17).</span></span></span></span></span><br />
<span><strong><span><span><span>Corruption</span></span></span></strong></span><span><span><span><span><span>: The abuse of entrusted power for private gain (Transparency International).</span></span></span></span></span><br />
<span><span><strong><span><span><span>Code of ethics/Code of conduct</span></span></span></strong></span></span><span><span><span><span><span><span>: A statement setting down corporate principles, ethics, rules of conduct, codes of practice or company philosophy concerning responsibility to employees, shareholders, consumers, the environment, or any other aspects of society external to the company (Langlois and Schlegelmilch, 1990, p. 522).</span></span></span></span></span></span><br />
<span><strong><span><span><span>Enforcement procedures</span></span></span></strong></span><span><span><span><span><span>: Mechanisms and sanctions established to </span></span></span></span></span><span><span><span><span><span><span>guarantee the effective application of the code of ethics and deal with potential violations. </span></span></span></span></span></span><br />
<span><span><strong><span><span><span>Risk</span></span></span></strong></span></span><span><span><span><span><span><span>: Future uncertainty about deviation from expected outcome.</span></span></span></span></span></span></span></span></span></span></span></span></p>
