In Part 8 of our series on Marketing Management, we discuss the importance of responsible marketing practices that ensure sustainable growth and foster trust with consumers. Kotler and Keller emphasise the ethical and societal considerations that should guide marketing strategies, including transparency, environmental responsibility, and fair treatment of customers. This episode explores the ways in which brands can make a positive impact through sustainable practices, social responsibility initiatives, and adherence to ethical standards. Join us as we examine how conducting marketing with integrity not only benefits society but also contributes to long-term success by building a loyal customer base and strengthening brand reputation.