Are we losing trust through technology?

The field of marketing has had a history of individuals and organizations attempting short‐term gain through less than ethical means. The advent of the Web and other technological advances has placed powerful resources in the hands of practitioners. Coupled with that power is an acute public awareness of marketing abuses that have adversely hindered subsequent marketing efforts. Marketers need to address basic marketing skills through old‐fashioned personal contact and personal relations that probably never will be effectively replaced with modern IT methodology. Additionally, marketing should take a proactive approach to defining marketing responsibilities to the public it serves to overcome the reputation that is established by a few who are unethical in their approach to the craft.