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Ethical Norms and Values for Marketers

The American Marketing Association commits itself to promoting the highest standard of professional ethical norms and values for its members(practitioners, academics and students). Norms are established standards of conduct that are expected and maintained by society and/or professional organizations. Values represent the collectiveconception of what communities find desirable, important and morally proper. Values also serve as the criteria for evaluating our own personal actions and the actions of others. As marketers, we recognizethat we not only serve our organizations but also act as stewards of society in creating, facilitating and executing the transactions that are part of the greater economy. In this role, marketers areexpected to embrace the highest professional ethical norms and the ethical values implied by our responsibility toward multiple stakeholders (e.g., customers, employees, investors, peers, channelmembers, regulators and the host community).

As Marketers, we must:

Do no harm. This means consciously avoiding harmful actions or omissions by embodying high ethical standards andadhering to all applicable laws and regulations in the choices we make.
Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward theefficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.
Embrace ethical values. This means building relationships andenhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.

Honesty – to beforthright in dealings with customers and stakeholders. To this end, we will:

Strive to be truthful in all situations and at all times.
Offer products of value that do what we claim in our...
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