Organizations need to address how their guiding tenets (mission, vision, and overall values) can be used to improve their marketing strategy by also paying attention to issues encircling ethics and social responsibility. In order words, organizations should have superior ethical yardsticks that should be augmented with consistency, as it relates other aspects of the organization as well. There should also be more focus on holding managers and leaders accountable. Most importantly, a company needs to have a conscience, a social conscience with transparent ethical doctrines to provide direction on how to tackle ethical dilemmas internally and externally. What are the two essential tenets that can guide marketing strategy with concentration on ethics?