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.
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