The Analysis And Assessment Of An Ethics Management Tool - Canadian Marketing Association’s Code Of Ethics

The object of this study is the Code of Ethics and Standards of Practice of the Canadian Marketing Association (CMA). The focus is on the structure, contents and the role of this tool. The developing, upgrading and implementing assigned to this code are compared to the standards proposed by Institute of Business Ethics (London).The fact that the CMA is an organization built upon a professional criteria places all its ethical rules in the area of professional business ethics, but being an association that postulates behavioural frames for marketers, it involves the behaviour of firms and individuals that may, or may not be members of the CMA. Using this type of code, proposed for analysis, the CMA replaces with its contents other business ethics tools (credo, policies and procedures, conduct codes etc.) Actually, Code of Ethics and Standards of Practice presents both the overall strategies that the ACM uses concerning ethics management and the specific policies and procedures for controversial situations from a moral point of view.