Purpose – The purpose of this paper is to develop a single code of ethics that could be used regardless of the venue or specialty of the marketing professional. The paper first provides a literature review of research in the areas of ethics pertaining to marketing professionals. Then a review...

An increasingly popular business practice, data mining provides for the extraction of information from existing data to identify trends such as consumer purchasing practices and can foster greater efficiency in companies’ marketing efforts. There are corresponding costs associated with data...