Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability

Terri L. Rittenburg and Matthew B. Lunde

Chapter 2 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 14-28 from Edward Elgar Publishing

Abstract: Other chapters in this book explain effects on various population groups and/or segments of consumers due to targeted marketing activities. This chapter discusses the ethical ramifications of market segmentation and target marketing within a cultural group in more general terms. While we are not questioning whether marketers should segment or not segment, we are proposing that marketers should segment in ways that adequately meet the unique needs of individuals and intra-cultural groups without exacerbating already existing inequalities and consumer vulnerabilities in society and the marketplace. To start, we pose a few questions to ponder as we discuss ethical issues behind target marketing, segmentation, and consumer vulnerability.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/view/edcoll/9781800880054/9781800880054.00010.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:20406_2

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().