For
some individuals marketing may be a questionable enterprise with little concern
for ethics. It may be viewed negatively as primarily involving “manipulation”
and “spin.” However, in my February article I discuss the importance of ethical
marketing and point out that marketing is really about designing, producing and
then communicating something (whether a physical product or an idea such as a
policy proposal) that meets the needs and expectations of a targeted population
segment, consistent with your mission. If an inappropriate tactic results in
short term gain, but fails to deliver promised value and ultimately leads to
member/customer turnover, then any immediate benefits are overshadowed by long
run harm to the organization.
Take a look at my article in the February issue and share your thoughts on how to create a strong marketing culture in your organization, while doing so in ways that develop the trust and confidence of management and the board in the ethical nature of marketing efforts.
Doug Klegon, PhD, FACHE, Strategic Communications
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