Ethics, Technology and the Field of Direct Marketing

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Ethics, Technology and the Field of Direct
Marketing

• Steve Brubaker
• Sr. VP Corporate Affairs
• InfoCision Management Corporation
• October 12, 2006

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The Function of Business Ethics

• To ensure the company is in line with all laws
  and regulations pertaining to the specific
  industry
• To consider the effects of doing business upon
  all stakeholders
• To find the best way for the company to be
  profitable while also being a good corporate
  citizen

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Direct Marketings Ethical Dilemmas

• The myriad of laws and regulations pertaining to
  direct marketing is vast and changes often
• The public has negative perception of direct
  marketing
• How can technology assist us in this task?

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Take all necessary steps to ensure compliance

• Make a commitment to the rights of the consumer
• Do not be frugal when it comes to spending on
  compliance

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Technologys role in keeping our firms ethical

• Technology can help to solve ethical problems
• Technology can create ethical problems

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Create an Ethical Corporate Culture Based on
Values that Fit Your Company

• Incorporate ethics into hiring and training
  practices
• Use ethical criteria when considering bonuses and
  promotions
• Adopt a set of ethical standards through which
  your firm conducts business
• Make your ethical standards a part of your
  employees daily routines
• Practice what you preach an ethical corporate
  culture starts at the top

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Improving the Image of the Direct Marketing
Industry

• Taking all necessary steps to be compliant
• Utilize technology in an ethically sound way
• Create an ethical corporate culture

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Ethics, Technology and the Field of Direct
Marketing

• Steve Brubaker
• Sr. VP Corporate Affairs
• InfoCision Management Corporation
• October 12, 2006