Ethics in Social Marketing (Google eBook)

Front Cover
Georgetown University Press, Feb 5, 2001 - Business & Economics - 224 pages
1 Review

Social marketing is being adopted by a growing number of government and nonprofit organizations around the world because of its power to bring about important social changes. An array of commercial marketing concepts and techniques has been applied to problems ranging from child abuse to teen smoking to environmental neglect. However, in crafting these programs, agencies face complex ethical challenges. For example, is it acceptable to exaggerate risk and heighten fear if doing so saves more lives? What if improving the lives of one group has negative effects on another? How does a marketing campaign respect a group's culture while calling for fundamental change within it?

In Ethics in Social Marketing, ten contributors draw on their professional experience and the literature of ethics to set forth a range of problems and offer frameworks for their resolution. They introduce philosophical rules and practical models to guide decision making, and they focus on such complex issues as unintended consequences, ethical marketing alliances, and professional ethical codes. The book not only introduces students to the special moral and ethical burdens of social marketing but also challenges practitioners to address difficult issues that are easily minimized or avoided.

  

What people are saying - Write a review

User Review - Flag as inappropriate

Useful chapter 5 shows ethical problems in SM alliances such as issues being 'cherry-picked' by corporations. Good overview of why private sector alliances are on the increase.

Contents

Ethics and the Social Marketer A Framework for Practitioners
1
Ethical Considerations in the Use of Marketing for the Management of Public Health and Social Issues
17
The Ethics of International Social Marketing
39
Social Marketing as Business Strategy The Ethical Dimension
70
Alliances and Ethics in Social Marketing
95
Social Marketing and Social Contracts Applying Integrative Social Contracts Theory to Ethical Issues in Social Marketing
125
Marketing Ethics to Social Marketers A Segmented Approach
160
Teaching and Modeling Ethics in Social Marketing
184
Contributors
201
Index
203
Copyright

Common terms and phrases

References to this book

All Book Search results »

About the author (2001)

Alan R. Andreasen is a professor of marketing at Georgetown University's McDonough School of Business. During the preparation of this volume, he was the executive director of the Social Marketing Institute. His books include Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment.

Bibliographic information