Perhaps no subdiscipline of marketing receives more scrutiny regarding ethical compliance than direct marketing, a form of nonstore retailing in which customers are exposed to and purchase merchandise or services through an impersonal medium such as telephone, mail, or the Internet. Ethical issues in direct marketing cover a broad spectrum because this means of selling is conducted through all forms of communication. The Direct Marketing Association (DMA) takes ethics very seriously and has numerous programs to ensure its member organizations comply with its Code of Ethics. Go to the Web site for the Direct Marketing Association (http://www.the-dma.org/). Click on "Advocacy Issues." How many different ways did you find that the DMA was involved in assisting consumers and the industry to create a more ethical marketplace?
An increasing number of firms are stating their strong commitment to corporate social responsibility initiatives. The Corporate Social Responsibility Newswire Service keeps track of these various initiatives and posts stories on its Web site about what various corporations are doing. Go to http://www.csrwire.com/ and choose one story. Write a description of the corporation and the initiative.
