Ethics in Social Marketing

Ethics in Social Marketing

Ethics in Social Marketing

Ethics in Social Marketing

Excerpt

This edited volume grew out of a seminar series on social marketing ethics conducted at Georgetown University's McDonough School of Business in the Spring of 1999. The seminar series, partly funded by the Connelly Program in Business Ethics, represented a recognition of two important forces.

First, the field of social marketing has grown dramatically. From its early beginnings in international family planning work and in the domestic National High Blood Pressure Education Program, social marketing has expanded and broadened its reach and impact. It is now routinely employed by agencies as diverse as the Centers for Disease Control and Prevention; the World Bank; and New Zealand's Children, Young Persons and Their Families Service. Social marketing has moved beyond its central focus on health care to attack problems of crime, consumer debt, long term insurance, environmental protection, and the treatment of animals.

A raft of consulting agencies has sprung to life. Social marketing job titles are common. There is an annual conference now in its sixth year. Texts and readings books have come to market, a journal has emerged, and social marketing centers and institutes have sprung up in such diverse locations as Strathclyde, Scotland; Washington, D.C., and Tampa, Florida. Corporations have found social marketing attractive for their own social programs and as an outlet for executives seeking to apply their marketing skills in areas beyond the commercial world.

The second important force is the growing recognition on the part of social marketers that, if the field is to grow significantly as a respected pro-

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