Ethical dimensions of social marketing: does trying to do good equate to doing no harm?

Eagle, Lynne, Bird, Sara, Spotswood, Fiona, and Tapp, Alan (2009) Ethical dimensions of social marketing: does trying to do good equate to doing no harm? In: Proceedings of the 14th Biennial World Marketing Congress. pp. 446-451. From: 14th Biennial World Marketing Congress, 22-25 July 2009, Oslo, Norway.

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Social marketing aims to improve the health and wellbeing of society; however the development and implementation of interventions may have ethical repercussions for both intended and incidental targets, and in general ethical terms. To date there is little systematic analysis in the literature of these issues or possible solutions. There is a lack of unambiguous ethical frameworks to guide social marketers, with different outcomes possible under intention-focused (deontological) reasoning versus consequence-focused (teleological) reasoning. While ethical checklists and codes of ethics have been proposed for the sector, significant questions relating to administration and enforcement remain unresolved. This article reviews these issues and suggests routes for developing such guidelines and codes, and future research.

Item ID: 28486
Item Type: Conference Item (Research - E1)
ISBN: 0-939783-14-2
ISSN: 0889-3071
Keywords: social marketing, ethics, marketing communication
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Date Deposited: 20 Aug 2014 04:51
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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