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| Author: | Crane, A. Desmond, J. |
| Title: | Societal marketing and morality |
| Journal: | European Journal of Marketing
2002 : VOL. 36:5-6, p. 548-569 |
| Index terms: | MARKETING SOCIETY |
| Freeterms: | MORALITY |
| Language: | eng |
| Abstract: | Social marketing emerged in the early 1970s, promising a more socially responsible and ethical model for marketing. While the societal marketing concept has attracted its adherents and critics, the literature of social marketing has remained sketchy and underdeveloped, particularly with respect to its underlying moral agenda. By making the moral basis of societal marketing more explicit, this article primarily seeks to offer a moral critique of the social marketing concept. |
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