TARGET MARKETING: THE TENDENCY TO INCREASE UNETHICAL BEHAVIOUR AND THE PROBABILITY OF BOYCOTTS: A CONCEPTUAL FRAMEWORK Since its establishment, target marketing has been used effectively and efficiently as a marketing strategy (Dunlap 2004). The contribution made by target marketing to strategic marketing is undoubted. However, despite its success and the contribution it has made to marketing, the question remains whether target marketing can be performed without increasing unethical behaviour and the possibility of boycotts. This paper …
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…social contracts theory: ethical implications of marketing credit cards to U.S. college students. American Business Law Journal 38 (2) 413-441 Palmer,A. (2000) Principle of Marketing: Segmentation and Targeting Pitta, D. (1998) Marketing one-to-one and its dependence on knowledge discovery in databases. The Journal of Consumer Marketing, 15 (5), 468-480 Smith, R. (2001) Does new technology threaten consumer privacy? Business and Society Review Turow, J. (1997) Breaking up America: The dark side of target marketing. American Demographics. 19 (11), 51-54 FIGURE 1 A CONCPETUAL FRAMEWORK