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- Marketing managers must accept responsibility for the consequences of their actions
- Managers should refrain from knowingly doing harm, adhere to all relevant laws and regulations, and accurately represent themselves, their firms, and their brands
- Managers must make every effort to verify that their choices and actions serve the best interests of all related customers, organizations, and societies. Specifically they
should:
- Adhere to basic ethical guidelines stated above
- Engage in honest and fair practices with clients, employees, and partners
- Offer goods and services that are safe and fit for use
- Refrain from advertising falsely and misleading consumers
- Maintain market research integrity by adhering to market research guidelines
- Respect consumers privacy rights and ensure confidentiality of information
- Adhere to standards and guidelines of international marketing associations and to the legal requirements of governing bodies
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