Marketing intelligence. Take the situation where, in an endeavour to conduct marketing intelligence, a company employs a

❷ Marketing intelligence. Take the situation where, in an endeavour to conduct marketing intelligence, a company employs a service agency to sort through its competitors’ rubbish after hours. Is this ethical behaviour? Is it illegal?

Either way, what do you think the general public would make of such activities if they came across a newspaper report on a well-known company undertaking such activities? (Learning Objective 5) (AACSB: Communication)