Conference proceeding
Is there a place for human rights in defining the social good in social marketing?
2012 International Social Marketing Conference (ISM), pp.231-235
2012 International Social Marketing Conference (ISM) (Griffith University, Brisbane, Australia., 27/06/2012 - 29/06/2012)
2012
Metrics
16 Record Views
Abstract
Definitional work is an ongoing feature of scholarship in many areas of marketing, for example integrated marketing communications (Kliatchko 2005), arts marketing (O’Reilly
and Kubacki 2009) and critical marketing (Saren et al. 2007). In this paper, we are interested in exploring ways of interpreting the social good in the context of the current debate in the field of social marketing, and we reflect on the recent conceptualisation of the social good (Donovan 2011), and relate this to the UN Universal Declaration of Human Rights (1948). We acknowledge that social marketing interventions are complex and multidimensional processes which can give rise to, among others, ethical, political and moral questions, but in this paper we predominantly focus on issues emerging from the field of Human Rights. The main contribution of this paper to the body of knowledge is the critical analysis of potential areas of cross-fertilisation as well as tension between social marketing and human rights. This constitutes an initial attempt to identify some emerging issues which will be further investigated in future research.
Details
- Title
- Is there a place for human rights in defining the social good in social marketing?
- Creators
- Natalia Szablewska - Southern Cross UniversityKrzysztof Kubacki - Griffith University
- Publication Details
- 2012 International Social Marketing Conference (ISM), pp.231-235
- Conference
- 2012 International Social Marketing Conference (ISM) (Griffith University, Brisbane, Australia., 27/06/2012 - 29/06/2012)
- Publisher
- Griffith University; Brisbane, Qld.
- Number of pages
- 231-235
- Identifiers
- 1504; 991012821340902368
- Academic Unit
- Faculty of Business, Law and Arts; School of Law and Justice
- Language
- English
- Resource Type
- Conference proceeding