Societal Marketing
SOCIETAL MARKETING: WHAT LIES BENEATH
ABSTRACT
Nowadays society asks for marketers to show a more sensible and responsible face towards the consumers, the environment and the society. Corporate Societal Marketing seems to be the response to these demands. But can we consider Corporate Societal Marketing as the moral approach of the traditional marketing And if we do, how the theories of ethics fit in this new face of marketing Can the purpose of making profits be associated with a more moral decision ?making process in marketing
KEYWORDS
Corporate Societal Marketing, Ethics, Utilitarianism, Self ? egoism
INTRODUCTION
Marketing is the other word for commercial transactions. Through the years it has become the official mean for exchanges. During the last century and as we have entered the new one, marketing is defined as ?identifying and meeting human and social needs? (Kotler 1972). But we always have to bear in mind that marketing also contains the concept of profitability in it.
Marketing has multiple applications in every aspect of everyday life, but companies are the ones that officially implement it as a main device for making profits. That?s why as Kotler said, through marketing ?all companies are motivated to turn a private or social need into a profitable
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