It is often tempting to utilize the power of marketing instruments to influence customer behavior in the short term—consider the effects of marketing “spam,” violation of customer privacy preferences, or “on the edge” overly aggressive marketing practices, for example. Unfortunately, such approaches can often lead to irate customers, short term profits (and long-term losses), inflated long term growth projections, or additional governmental intervention and regulation. Some of these ill-designed, short-term focused marketing programs even blur the line between “appropriate” and “unethical.” Marketers need to recognize the power of marketing actions: the power we have to influence customer perceptions, customer behavior and the marketplace. We need to consider the long-term consequences of marketing when designing marketing strategies. In particular, marketing approaches should enable firms to (a) be solid global citizens, (b) capitalize on market opportunities with solid long-term ROI, and (c) increase long-term customer and firm value.