Anker - Truth in Marketing : A theory of claim-evidence relations.

Truth in Marketing

Although highly philosophical in nature, this scholarly text is essential reading for senior marketing practitioners, researchers and students. I thought I knew what truth was until I read this book, and while your head will hurt when you read it, it will be good for the world of marketing if you do. In this case the journey through abstract philosophy has concrete implications for the way marketers design their practices. Highly recommended reading (and re-reading).

Linda Brennan, Professor in the School of Media and Communication, RMIT University, Australia

Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not

Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may be because although key codes of marketing conduct insist on truthful communications, there is only limited understanding of what truthfulness itself actually entails.

This innovative book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. Focusing on the problem of truth in marketing, it analyses the theory of truth in marketing, and examines the wider significance of marketing truth for society. Using a wide selection of engaging global examples and cases to illustrate this fascinating analysis, this engaging book will provide a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.

Thomas Boysen Anker is lecturer at the University of Glasgow and holds a PhD in applied philosophy from the University of Copenhagen. His main research interest is business ethics. He is associate editor of European Management Journal and has published widely in international academic journals.

Routledge Focus on Business and Management

The fields of business and management have grown exponentially as areas of research and education. This growth presents challenges for readers trying to keep up with the latest important insights. Routledge Focus on Business and Management presents small books on big topics and how they intersect with the world of business.

Individually, each title in the series provides coverage of a key academic topic, whilst collectively, the series forms a comprehensive collection across the business disciplines.

Careers and Talent Management
A critical perspective
Cristina Reis

Management Accounting for Beginners
Nicholas Apostolides

Truth in Marketing
A theory of claims evidence relations
Thomas Boysen Anker

A Short Guide to People Management
For HR and line managers
Antonios Panagiotakopoulous

First published 2016
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

and by Routledge
711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

2016 Thomas Boysen Anker

The right of Thomas Boysen Anker to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

Names: Anker, Thomas Boysen, author.
Title: Truth in marketing: a theory of claim-evidence relations / Thomas Boysen Anker.
Description: Abingdon, Oxon; New York, NY : Routledge, 2016. |
Series: Routledge studies in business ethics | Includes bibliographical references and index.
Identifiers: LCCN 2015049595| ISBN 9781138849198 (hardback) | ISBN 9781315725796 (ebook)
Subjects: LCSH: Deceptive advertising. | MarketingMoral and ethical aspects.
Classification: LCC HF5827.8 .A55 2016 | DDC 174/.4dc23
LC record available at http://lccn.loc.gov/2015049595

ISBN: 978-1-138-84919-8 (hbk)
ISBN: 978-1-315-72579-6 (ebk)

Typeset in Times New Roman
by codeMantra

To my wife
Charlotte
and our children
Samira, Sylvester, Leo and Aviaya

For providing the creative chaos that made this book possible

I would like to thank the editorial team at Routledge. In particular, I am grateful to Jacqueline Curthoys for believing in the manuscript from day one and to Sinead Waldron for all her help and encouragement throughout the entire process.

Thanks also to all my colleagues in the Marketing Research Cluster at the Adam Smith Business School, University of Glasgow, for providing vital feedback on the basic ideas that form the backbone of this book at a research seminar. I would also like to thank Sabina Siebert for reading parts of the manuscript and for always being there to discuss theoretical problems.

I have also benefited from the generous comments of the audience at the World Social Marketing Conference 2015, Sydney, Australia, where I presented a paper on truth in social marketing. That paper was co-authored by Linda Brennan and Dorthe Brogrd Kristensen, to whom I am also thankful for comments, insights and ideas.

Special thanks to John Finch for pointing me in the direction of American pragmatism: more than anyone James, Peirce and Dewey became my strongest inspiration.

We can talk of mind, matter, numbers, time, or of what was, or will be, or might have been, and we can talk of mundane things like snow and penguins. And on all these matters, we can say things that are true, or, of course, things that are not true. So what is truth, if propositions from any sphere of interest can equally share it?

Simon Blackburn and Keith Simmons, Truth