Public health marketing: is it good and is it good for everyone?

Holden, Stephen S. and Cox, Damian (2013) Public health marketing: is it good and is it good for everyone?. International Journal of Marketing, 52 1: 17-26.

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Name Description MIMEType Size Downloads
Author Holden, Stephen S.
Cox, Damian
Title Public health marketing: is it good and is it good for everyone?
Journal name International Journal of Marketing
ISSN 2306-7217
Publication date 2013
Sub-type Article (original research)
Open Access Status
Volume 52
Issue 1
Start page 17
End page 26
Total pages 10
Place of publication Vienna, Austria
Publisher Verlag Oesterreich
Language eng
Formatted abstract
We define public health marketing broadly as the use of marketing tools (segmentation, targeting, positioning, and the four Ps) to encourage behaviour change that will deliver the social good defined as public health. We explore the ethical challenges and risks that confront public health and social marketers. In particular, we note that public health marketers with a self-defined goal of delivering a social good face two major ethical challenges: the first is establishing the ethicality of the social good itself; the second is distributing the social good in an ethically defensible way. In particular, we draw attention to the central conflict of balancing the utilitarian benefits of public health with the rights and needs of individuals. This in turn leads to consideration of the issues of paternalism and the degree of influence that might be deemed appropriate for public health marketing.
Keyword Ethics
Public health marketing
Q-Index Code CX
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: School of Historical and Philosophical Inquiry
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Created: Tue, 25 Mar 2014, 14:09:01 EST by Lucy O'Brien on behalf of School of Historical and Philosophical Inquiry