Boek
Social marketing is being adopted by a growing number of government andnonprofit organizations around the world because of its power to bring aboutimportant social changes. An array of commercial marketing concepts andtechniques has been applied to problems ranging from child abuse to teensmoking to environmental neglect. However in crafting these programs agenciesface complex ethical challenges. For example is it acceptable to exaggeraterisk and heighten fear if doing so saves more lives? What if improving thelives of one group has negative effects on another? How does a marketingcampaign respect a groups culture while calling for fundamental change withinit?In Ethics in Social Marketing ten contributors draw on their professionalexperience and the literature of ethics to set forth a range of problems andoffer frameworks for their resolution. They introduce philosophical rules andpractical models to guide decision making and they focus on such complexissues as unintended consequences ethical marketing alliances andprofessional ethical codes. The book not only introduces students to thespecial moral and ethical burdens of social marketing but also challengespractitioners to address difficult issues that are easily minimized or avoided. «
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