Social Responsibility in Marketing: A Proactive and Profitable Marketing Management Strategy

Synopsis

This unique book posits that by being socially responsible, marketing can achieve greater profits as well as a higher quality of life for the whole society. This mission can be accomplished by being proactive, consumer oriented and by considering consumers' well-being as the highest priority. Marketing must reach out and cater to those who are less than equal opportunity consumers. Marketing must also develop environment- and consumer-friendly products and services.

Additional information

Contributors:
Includes content by:
  • William C. Wilkinson
  • A. Coskun Samli
  • Mary Ann Lederhaus
  • M. Joseph Sirgy
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1992