A 7-point checklist for ethical marketing

05/18/2011 | BusinessWeek.com/Today's Tip blog

Social media allow more direct engagement between businesses and consumers, making it "more important than ever to be trustworthy," Janet Kyle Altman writes. That means crediting sources, protecting customers, respecting competitors and, above all, telling the truth. "True is not a relative term -- it's black and white. If it looks grayish, don't say it," she writes.

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