Modern consumers, business buyers, staff and suppliers too, are today more interested than ever before in corporate integrity, which is defined by the organisation's ethics and philosophy.Good sound ethics and philosophy enable and encourage people to make 'right and good' decisions, and to do right and good things.It's about humanity and morality; care and compassion; being good and fair.

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Psychological Contract theory is helpful towards understanding and developing fair balanced philosophy, especially in meeting the complex needs of staff, customers and the organization.

Nudge theory is a powerful change-management methodology which emerged in the 2000s.

It's extremely useful in understanding, and to an extent managing, how people think and make decisions.

This is a simple guide to marketing, strategic business planning, advertising and promotion and sales lead generation, for small UK businesses especially.

With tips and techniques for advertising and PR, for non-marketing managers, and for marketing and advertising professionals too; this is marketing and advertising made simple.

Also some easy tips on website design, internet advertising and marketing.While much of this marketing theory page was written a while ago generally the principles apply just the same, if fact many of these basic pointers are good reminders of some of the simple things that are easy to overlook in these modern distracting times. Spelling: mainly for search reasons, UK-English and US-English spellings of organisation/organization are used on this page.Incidentally, where references are made to the UK there will commonly be equivalent methods and processes and suppliers that are applicable in other countries. Aside from this, the preferred UK-English spellings are generally used.Change the spellings for your own situation if using these materials in teaching and training notes.First, here's something that is fast becoming the most fundamental aspects of marketing to get right, especially if you want to build a truly sustainable high quality organisation (of any size) in the modern age: Ensure the ethics and philosophy of your organisation are good and sound. Quality of service and product is not the deciding factor.This might seem a bit tangential to marketing and business, and rather difficult to measure, nevertheless... Today what truly matters is ethical and philosophical quality - from the bottom to the top - in every respect - across every dimension of the organisation.