ETHICS IN INTEGRATED MARKETING COMMUNICATION - A CUSTOMER LOYALTY TOOL

Ethics in business currently represents a major positioning vector, creator of competitive advantage for any player which seeks to grow in a world dominated by globalization, hyper-competition and the generalization of electronic communication. The research is focused on the coordinates of ethics in the field of integrated marketing communication for telecom services. Starting with some conceptual clarifications, the authors try to mark the place and role of ethics in relation with all stakeholders. For this purpose, a qualitative marketing research is undertaken, exploratory in nature, using the in-depth interview technique and a conversation guide as a tool. Using four objectives (from general to specific) with the help of five hypotheses, out of which three have been validated through research, a basis for a more ample quantitative research is created, which would emphasize the role of ethics as leverage in gaining customer loyalty on the Romanian market of mobile telephony.