반부패 마케팅 전략과 함축적 의미

Abstract

Given the substantial interest in anti-corruption marketing, this study examines its theoretical foundations and suggests policy implications. Even though an importance of marketing in curbing corruption begins to be well documented, we know comparatively little about how to use marketing theory and its techniques. While using established theories of social marketing to offer a rationale for anti-corruption marketing, this article attempts to advance our understanding of its logic to contain corruption by addressing a question: How can we effectively design and implement anti-corruption marketing programs? Based on a review of the previous literature on social marketing, the author defines anti-corruption marketing as policy efforts focused on attitude change against corruption. In conclusion, the author contends that current efforts to eliminate corruption need to be carefully informed and complemented by a full understanding of social marketing considered as a significant policy instrument in changing the public's behaviors.