Page 17 - The Handbook of Persuasion and Social Marketing

10 The Handbook of Persuasion and Social Marketing

“persuade” others, even in the context of doing good. These philosophical
issues may run deeper within the context of social marketing than in com-
mercial marketing because of the value judgments that are inherent in
decisions to change the behavior of others in a marketplace of ideas, social
norms, relationships, and public concern, as well as the economic ex-
change that characterizes commercial markets. The chapters of Volume 1
are fertile ground for discussion and provide a strong conceptual and
philosophical anchor for Volumes 2 and 3 of this set.

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