Developing an Ethical Action Model in Marketing System (Case Study: Personal Selling)

Marketing activities of enterprises are following values of capitalism, while Islamic societies need to mach their marketings with their ideologies and worldviews. this is extremely important and is a part of the recent topic “ evolution in human science ” in Islamic Repulic of Iran. Then this research tries to develop an ethical action model in marketing system, based on the Islamic moral doctrine. This is for helping to enhance ethical actions (actions that have positive ethical values) and preventing anti-ethical actions in marketing and personal selling, by enhancing knowledge of people. In this paper as a qualitative research with inductive approach, Grounded Theory Strategy is used, and semi-structured interviews with Islamic ethics and marketing experts is done. By open-coding analysis in Atlas.ti software, and assuming the ethical values of sellers’ actions as the main category, the model of ethical action is achieved. Results show the important relationship of obeying Allah rights (Allah, people and self rights) and duties in order to get closer to him (God’s satisfaction).