And Peter Kim of Forrester, a consultancy, points out that when Microsoft sent laptops loaded with its new Windows Vista software to influential bloggers in an effort to get them to write about it, the resulting online discussion ignored Vista and focused instead on the morality of accepting gifts and the ethics of word-of-mouth marketing.

ECONOMIST: Marketing: Building buzz | The

My recent research on inter-organizational trust showed a marked absence of ethics literature referenced in marketing, strategic business and economics literature which is ironic since benevolence is a core component of trust!

FORBES: Why Trust is the New Core of Leadership

The Word of Mouth Marketing Association has posted a code of ethics on its Web site.

NPR: Slate's Ad Report Card: Burger King's Buzz Marketing

The conference has a huge business side to it, with hundreds of presentations on non-arts topics like marketing, social media and business ethics.

FORBES: Why I Won't Be At SXSW Next Year