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
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., ...