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

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

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

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.

Excerpt

It is my hope that this controversial book will raise many issues and be instrumental in the emergence of numerous decisions, debates, and, above all, socially responsible marketing decisions that will benefit society as a whole.

It is high time to realize that every time a marketing decision takes place at the microlevel, it has far-reaching societal implications at the macrolevel. It is not quite correct that as an individual firm pursues big returns and very satisfactory profits, the society also will benefit. Unless the micro and macro conditions are coordinated, the society may be hurt rather than rewarded.

This book reemphasizes the known fact that the market is not perfect. In fact, it is far from it and is getting worse. Hence, unless conscious and proactive actions take place to benefit both the firm and the market simultaneously, decisions and behavior of individual firms could be detrimental to the society.

This book takes the position that what is beneficial to the market could be quite beneficial to some or all in the market (both firms and consumers). However, what might be beneficial to a firm does not have to be beneficial to anybody but that firm alone; this is particularly true in the case of oligopolies and mainly true for monopolies.

The general theme of this book is illustrated in Exhibit P-1. As seen in the exhibit, marketing decisions that will benefit society will improve the quality of life (QOL) for the consumers. This situation . . .

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