Social marketing: Immunizing against unethical practice

Stephen Holden, Damian Cox

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

Abstract

Extract: Do you think that social marketing is more ethical than commercial marketing? If you do, you are in good company, as straw polls we have taken at conferences show that virtually everyone (95% or more) thinks so. But what justifies this belief? Social marketers may be well meaning,and perhaps more so than commercial marketers, but is there anything about social marketing that makes it inherently ethical?
We argue that social marketing is not inherently ethical and that there are unique ethical concerns that confront, or perhaps ought to confront,social marketers. As commercial and social marketers use the same marketing tools, social marketers cannot claim to be inherently more ethical than commercial marketers in terms of the 'means'. We may well hope that social marketers subscribe to a high standard of ethics in their use of marketing tools, as has been urged by some (Kirby & Andreasen,2001; Kotler & Andreasen, 2007; Murphy & Bloom, 1992), but there is certainly no assurance that they do so simply because they are social marketers.
Original languageEnglish
Title of host publicationContemporary issues in social marketing
EditorsK Kubacki, S Rundle-Thiele
Place of PublicationNewcastle upon Tyne
PublisherCambridge Scholars Publishing
Pages59-75
Number of pages17
ISBN (Print)9781443850247
Publication statusPublished - 2013

Fingerprint

Social marketing
Marketers
Marketing tools
Polls
Marketing
Assurance

Cite this

Holden, S., & Cox, D. (2013). Social marketing: Immunizing against unethical practice. In K. Kubacki, & S. Rundle-Thiele (Eds.), Contemporary issues in social marketing (pp. 59-75). Newcastle upon Tyne: Cambridge Scholars Publishing.
Holden, Stephen ; Cox, Damian. / Social marketing: Immunizing against unethical practice. Contemporary issues in social marketing. editor / K Kubacki ; S Rundle-Thiele. Newcastle upon Tyne : Cambridge Scholars Publishing, 2013. pp. 59-75
@inbook{3180c5fb6edc4d01905dc182827d694f,
title = "Social marketing: Immunizing against unethical practice",
abstract = "Extract: Do you think that social marketing is more ethical than commercial marketing? If you do, you are in good company, as straw polls we have taken at conferences show that virtually everyone (95{\%} or more) thinks so. But what justifies this belief? Social marketers may be well meaning,and perhaps more so than commercial marketers, but is there anything about social marketing that makes it inherently ethical?We argue that social marketing is not inherently ethical and that there are unique ethical concerns that confront, or perhaps ought to confront,social marketers. As commercial and social marketers use the same marketing tools, social marketers cannot claim to be inherently more ethical than commercial marketers in terms of the 'means'. We may well hope that social marketers subscribe to a high standard of ethics in their use of marketing tools, as has been urged by some (Kirby & Andreasen,2001; Kotler & Andreasen, 2007; Murphy & Bloom, 1992), but there is certainly no assurance that they do so simply because they are social marketers.",
author = "Stephen Holden and Damian Cox",
year = "2013",
language = "English",
isbn = "9781443850247",
pages = "59--75",
editor = "K Kubacki and S Rundle-Thiele",
booktitle = "Contemporary issues in social marketing",
publisher = "Cambridge Scholars Publishing",

}

Holden, S & Cox, D 2013, Social marketing: Immunizing against unethical practice. in K Kubacki & S Rundle-Thiele (eds), Contemporary issues in social marketing. Cambridge Scholars Publishing, Newcastle upon Tyne, pp. 59-75.

Social marketing: Immunizing against unethical practice. / Holden, Stephen; Cox, Damian.

Contemporary issues in social marketing. ed. / K Kubacki; S Rundle-Thiele. Newcastle upon Tyne : Cambridge Scholars Publishing, 2013. p. 59-75.

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

TY - CHAP

T1 - Social marketing: Immunizing against unethical practice

AU - Holden, Stephen

AU - Cox, Damian

PY - 2013

Y1 - 2013

N2 - Extract: Do you think that social marketing is more ethical than commercial marketing? If you do, you are in good company, as straw polls we have taken at conferences show that virtually everyone (95% or more) thinks so. But what justifies this belief? Social marketers may be well meaning,and perhaps more so than commercial marketers, but is there anything about social marketing that makes it inherently ethical?We argue that social marketing is not inherently ethical and that there are unique ethical concerns that confront, or perhaps ought to confront,social marketers. As commercial and social marketers use the same marketing tools, social marketers cannot claim to be inherently more ethical than commercial marketers in terms of the 'means'. We may well hope that social marketers subscribe to a high standard of ethics in their use of marketing tools, as has been urged by some (Kirby & Andreasen,2001; Kotler & Andreasen, 2007; Murphy & Bloom, 1992), but there is certainly no assurance that they do so simply because they are social marketers.

AB - Extract: Do you think that social marketing is more ethical than commercial marketing? If you do, you are in good company, as straw polls we have taken at conferences show that virtually everyone (95% or more) thinks so. But what justifies this belief? Social marketers may be well meaning,and perhaps more so than commercial marketers, but is there anything about social marketing that makes it inherently ethical?We argue that social marketing is not inherently ethical and that there are unique ethical concerns that confront, or perhaps ought to confront,social marketers. As commercial and social marketers use the same marketing tools, social marketers cannot claim to be inherently more ethical than commercial marketers in terms of the 'means'. We may well hope that social marketers subscribe to a high standard of ethics in their use of marketing tools, as has been urged by some (Kirby & Andreasen,2001; Kotler & Andreasen, 2007; Murphy & Bloom, 1992), but there is certainly no assurance that they do so simply because they are social marketers.

UR - http://www.cambridgescholars.com/contemporary-issues-in-social-marketing-16

M3 - Chapter

SN - 9781443850247

SP - 59

EP - 75

BT - Contemporary issues in social marketing

A2 - Kubacki, K

A2 - Rundle-Thiele, S

PB - Cambridge Scholars Publishing

CY - Newcastle upon Tyne

ER -

Holden S, Cox D. Social marketing: Immunizing against unethical practice. In Kubacki K, Rundle-Thiele S, editors, Contemporary issues in social marketing. Newcastle upon Tyne: Cambridge Scholars Publishing. 2013. p. 59-75