D. Newton, Joshua; J. Newton, Fiona; Turk, Tahir; T. … - In: European Journal of Marketing 47 (2013) 9, pp. 1421-1438
Purpose – The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading to a hitherto intractable debate. This paper seeks to shed new light on this debate using two alternative...