Ethical approaches to marketing : positive contributions to society

Table of Contents: 1 Apathy in the UK? The New Lifestyle Political Activism of Ethical Consumerism 2 The Usefulness of the Social Identity Approach to Social Marketing 3 Social Responsibility Communication of Corporates: A Consumer Marketing Perspective 4 Ethical and Social Marketing in Asia: A Multi-Country Perspective 5 As the Planet and the Climate Breakdown the Last Thing We Need is More Marketing 6 What People Actually Know about Posthumous Organ Donation 7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption 8 Wielded by a Different Hand: A Framework for Assessing the Ethicality of Social Marketing Behaviour Change Programs 9 Blurred Minds Parent Program: Applying Marketing to Start Teenage Conversations 10 Social Media and Health Promotion 11 Chinese Consumers' Values and Perspectives of Sustainable Consumption 12 The Passing of Time and Consumption Behavior of the Elderly in Three Countries: Differences and Similarities Concluding Comment

Ethical approaches to a marketing offer a dynamic and inspiring perspective on how powerful marketing can positively and ethically impact society. It brings together a wealth of internationally acclaimed academics who share their thoughts on a broad range of ethical approaches to marketing. With the continued and unwavering criticism of marketing across the globe, accusations of persuasion, exploitation and manipulation, and more, this book aims to open the reader's minds to the constructive and progressive approaches of ethical marketers. It reframes how we think about marketing and society, offering several emotional and motivational topics written by world-leading academics, and bringing together the great minds of ethical academics in a profound and dynamic monograph.