However, there are often no rules, or weak ones, and that can create an ethical dilemma on the part of marketers. They must decide for themselves what lines they want to cross, and set their own codes of ethics. Where rules only provide guidelines, these can be open to interpretation. As we have seen with the area of marketing to children, however, the marketing industry has kept ahead of the regulators in how they approach the issue. The government has barely been able to ban Joe Camel, and has no answer for companies that reach children with child-oriented web content that blends.
Developing Rules
In order to create a code of ethics where there are no laws to provide guidance, there are bodies that have taken the lead. A company should begin, for example, with a statement of ethical norms from the American Marketing Association (2012). There are three ethical norms that are mentioned: do no harm, foster trust in the marketing system and embrace ethical values. These norms should be the starting point for approach ethical dilemmas in marketing.
The AMA also publishes a set of values. These are honesty, responsibility, fairness, transparency, respect and citizenship. That honesty is at the top of the list is no accident, and it clearly makes the point that dishonesty in marketing is a violation of the basic ethical tenets of the profession. Fairness, respect and transparency are also important as well, since these things create a framework for positive dialogue between marketers and the world.
These industry guidelines highlight that the marketing industry and its professionals should take a long-term view of the issue of ethics in marketing. There is no benefit to violating these ethics in the pursuit of short-term gains. Instead, marketers need to focus on establishing their credibility with consumers. When they do that consumers will trust in the marketing system and be more open to the different pitches out there.
Additionally, the marketing association recognizes that when marketers behave in an ethical manner they are inviting government to introduce more legislation that constrains their ability to do business. This is especially true with respect to hot button issues like marketing to children....
This would have been a truly unethical action. The second objection that can be brought to the sustained thesis is represented by the fact that censorship is a violation of several human rights. These rights include the right to freedom of speech, the right to self-expression and the right to be well informed. It might be argued that Google made a mistake and created a precedent, proving that totalitarian regime
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Marketing Management "A firm's adeptness in understanding markets and creating, capturing and sustaining unassailable customer value determines its growth and sustainability" (University of Virginia). First Essay -- Character In Proverbs 6:16-19, it is explained: "There are six things that the Lord hates, seven that are an abomination to him: haughty eyes, a lying tongue, and hands that shed innocent blood, a heart that devises wicked plans, feet that make haste to run to
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