History of Marketing

In: Business and Management

Submitted By chivunda
Words 3706
Pages 15
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Societal marketing
From Wikipedia, the free encyclopedia
The societal marketing is a marketing concept that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests.
The social marketing concept holds that the organization’s task is to determine the needs, wants, and interests of a target market and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. Therefore, marketers must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. [1][2] It is closely linked with the principles of corporate social responsibility and of sustainable development.
Contents
[hide] * 1Objectives * 2History * 3Instruments * 4Examples of societal marketing * 5Societal Marketing and Social Marketing * 6Societal Marketing and Corporate Social Responsibility (CSR) * 7Branding in Societal Marketing * 8Criticism * 9References * 10See also * 11References
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Objectives[edit]
Various attempts to define the objectives of societal marketing have been noted[3], such as : * "Social responsibility implies that a business decision maker... is obliged to take actions that also protect and enhance society's interests. * "Business has the responsibility to help [the consumer] .... It is the duty of business to promote proper consumption values. * "Business leaders are mandated to adopt roles of leadership in the advancement of our society to new levels of moral conduct.
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History[edit]
The concept of…...

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