Ethical issues in social marketing

Aiden Truss and Paul White

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI:
 Ethical issues in social marketing

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This chapter discusses the ethical decisions that need to be considered when applying social marketing. It explains how influencing people's behaviour presents a range of ethical issues and principles; shows how a better understanding of ethics can strengthen the impact and effectiveness of work; helps prevent misunderstandings about the ethical basis of social marketing and addresses potential criticisms; and provides a framework for a practical code of ethics for social marketing.

Keywords: social marketing; ethical decisions; total process planning

Chapter.  6215 words. 

Subjects: Public Health and Epidemiology

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