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dc.contributor.authorSzablewska, Natalia
dc.contributor.authorKubacki, Krzysztof
dc.date.accessioned2018-04-25T23:29:12Z
dc.date.available2018-04-25T23:29:12Z
dc.date.issued2019
dc.identifier.issn0167-4544
dc.identifier.doi10.1007/s10551-017-3520-8
dc.identifier.urihttp://hdl.handle.net/10072/345167
dc.description.abstractSocial marketing has been established with the purpose of effecting change or maintaining people’s behaviour for the welfare of individuals and society (Kotler and Zaltman in J Market 35:3–12, 1971; MacFadyen et al. in The marketing book, Butterworth Heinemann, Oxford, 2003; French et al. in Social marketing and public health: Theory and practice, Oxford University Press, Oxford, UK, 2010), which is also what differentiates it from other types of marketing. However, social marketing scholars have struggled with guiding social marketers in conceptualising the social good and with defining who decides what is socially beneficial in different contexts. In this paper, we suggest that many dilemmas in identifying the social good in social marketing could be addressed by turning to human rights principles, and, in particular, by following a human rights-based approach. We examine a number of cross-cutting human rights principles—namely, transparency and accountability, equality and non-discrimination, and participation and inclusion—that are capable, in a practical way, of guiding the work of social marketers. Through an illustrative case study of the anti-obesity discourse, we present how these principles might help to address some of the challenges facing social marketing, both as a theory and practice, in meeting its definitional characteristic.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherSpringer
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto18
dc.relation.ispartofjournalJournal of Business Ethics
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchApplied Ethics
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode2201
dc.subject.fieldofresearchcode1505
dc.titleA Human Rights-Based Approach to the Social Good in Social Marketing
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionPost-print
gro.description.notepublicThis publication has been entered into Griffith Research Online as an Advanced Online Version.
gro.rights.copyright© 2017 Springer Netherlands. This is an electronic version of an article published in Journal of Business Ethics, 2017. Journal of Business Ethics is available online at: http://link.springer.com/ with the open URL of your article.
gro.hasfulltextFull Text
gro.griffith.authorKubacki, Krzysztof


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