The Ethics of the New Philosophy of Invisible Marketing

Publisher:
Australian and New Zealand Marketing Academ
Publication Type:
Conference Proceeding
Citation:
Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 6
Issue Date:
2008-01
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This paper introduces a new ethical debate in social and Word of Mouth (WOM) marketing. In an area where communications are developing much quicker than regulation, ethics are of great importance (Balasubramanian, 1994). We propose that a new philosophy of marketing is emerging, which we call invisible marketing, and discuss how this philosophy makes redundant existing ethics debates and places marketers in danger of being social engineers.
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