Developing a Commercial Ethics Framework for Analysing Marketing Campaigns

This study integrates the relationship of business ethics in marketing campaigns and importance repercussion on organizational performance with aim creating a guide for small medium enterprises (SMEs). allows SMEs to analyse their ethical dimension as well raise awareness instill commercial actions common practice organisations. The qualitative methodology has been applied proposed theoretical model uses set dimensions ethics, codes conduct, marketing, its influence result demonstrates advertising actions, when positively, enables promotes brand image, thus contributing performance.