The marketing challenge: Towards being profitable and socially responsible
This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it p...
| Auteurs: | ; |
|---|---|
| Type de support: | Électronique Article |
| Langue: | Anglais |
| Vérifier la disponibilité: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Publié: |
1988
|
| Dans: |
Journal of business ethics
Année: 1988, Volume: 7, Numéro: 7, Pages: 497-507 |
| Sujets non-standardisés: | B
Social Responsibility
B Marketing Concept B Business Ethic B Economic Growth B Marketing |
| Accès en ligne: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
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| 520 | |a This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it presents the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing. It is argued that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole. | ||
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