For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Chapter 19: Ethical Challenges in Commercial Social Marketing

Ethical Challenges in Commercial Social Marketing

Ethical challenges in commercial social marketing
Thomas BoysenAnker and KlemensKappel

Introduction

Academics often assert a clear distinction between commercial marketing and social marketing (e.g. Blitstein et al., 2008: 35–38; Donovan and Henley, 2003: 32–35; McCormack et al., 2008: 272–276; McDermott et al., ...

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