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)

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Effective Marketing

• Informs, Persuades, Reminds
• Accomplished AIDA
• Meets customers' needs and organizations' objectives
• Facilitates mutually beneficial exchange

Ethical Marketing
upholds five universal valules:

• Decency
• Fairness
• Honesty
• Respect
• ​Responsibility

See examples in each Mindful Matters​ article