TARGET MARKETING: THE TENDENCY TO INCREASE UNETHICAL BEHAVIOUR AND THE PROBABILITY OF BOYCOTTS: A CONCEPTUAL FRAMEWORK

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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