Ethics in Social Marketing

Alan R. Andreasen

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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.

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Productspecificaties

Auteur
(7)
Alan R. Andreasen  
Genre
(10)
Economie  
Fonds
(28)
GEORGETOWN UNIV PR  
Uitgavedatum
(32)
01/01/2001
Taal
(39)
Nederlands  
Volume
(2)
229, 152, 13
Pagina's
(8)
212
Druk
(30)
1
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