The author warns about medical ethic postulate “Do no harm!” relevance for marketing. The author states that modern marketing tools, techniques, methods and business procedures are potentially harmful in relation not only to economics but to individual customer’s and the whole society’s health. The author uses medical terminology to analyze the consequences of marketing application of so called stratagems: manipulations with negative influence to customers’ mind and environment that often cause painful conditions and behavior modifications in the direction the smooth operator desires. In order to find the prevention and cure for such conditions the author did classify the marketing manipulations and painful conditions accompanying them in terms of marketing mix elements. The author has proposed an approach to world business standards implementation, which would regulate the requirements not only to technical and functional business tools but to compliance with social, ethical and moral rights of interaction with all market insiders and the whole society.
Keywords: marketing manipulations classification; communication outreach; diseases; prophylaxis; customers and society cure; manipulations consequence.
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