A recommended resource for marketing ethics
- The American Marketing Association
- The American Marketing Association
What's the purpose of the Mindful Matrix TM ?
- Encourages discussion of ethical issues in marketing
- Allows for easy comparison of different people's evaluations
- Acts as a tool for determining whether specific marketing strategies/tactics create stakeholder value (effective) & uphold societal values (ethical)
Effective Marketing
- Realizes communication goals to informs, persuade, and remind
- Accomplishes AIDA: gains attention, retains interest, creates desire, gets action
- Meets customers' needs and organizations' objectives
- Facilitates mutually beneficial exchange
Ethical Marketing
Upholds five universal values:
Upholds five universal values:
- Decency: avoiding excessive violence, vulgarity, immodesty, sexual explicitness, and profanity
- Fairness: treating people equally, based on their common humanity, recognizing different starting points via equity, and accounting for different inputs with merit
- Honesty: upholding truth by not breaking it (lying) or blurring it (distortion)
- Respect: affirming each person’s inherent worth and holding them in esteem
- Responsibility: responding to societal needs
See examples in each Mindful Matters article