The American Marketing Association is the professional association for marketers. Its goals are to disseminate information, to provide professional opportunities and to advance the discipline. The AMA's code of ethics divides principles into norms and values.
Norms
There are three norms named in the American Marketing Association code of ethics: Marketers will do no harm, foster trust and embrace ethical values.
Values
The AMA code of ethics also lists six values. Marketers must embrace honesty in their transactions, take responsibility for their activities and exhibit fairness for both the buyer and seller. They must also show respect for all stakeholders, transparency in their operations and responsible citizenship in the community.
Implementation
The final section of the statement recognizes that each sub-discipline of marketing has its own ethical challenges. These issues are to be addressed by marketers who work at each level.
Warning
The AMA code of ethics expresses a particular responsibility toward "market illiterates." Here, there is an opportunity for expansion of the ethical code, as no consumer brings even a fraction of the preparation that the marketer brings to the marketing transaction. The AMA should recognize this fact and proactively support consumer education.
