Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 10

By combining several of its databases of parental purchasing behavior and the results of its market research, Maxwell, Inc., believes it has the tools to launch one-to-one marketing messages for the six- to nine-year-old fans of its JoyMax educational toy products without violating the law. In spite of potential parental backlash, Maxwell believes the approach will help it customize new children's products and increase the company's share of these profitable young customers.
Does the AMA Statement of Ethics address marketing to children? Go to www.marketingpower.com and review the statement. Then write a brief paragraph on how the AMA Statement of Ethics relates to Maxwell's dilemma.