societal marketing


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societal marketing

n
1. (Marketing) marketing that takes into account society's long-term welfare
2. (Marketing) the marketing of a social or charitable cause, such as an environmental campaign
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The societal marketing method of packaging the human element via story for consumers is used to accommodate the family's sense of the charitable.
We define societal marketing programs as company initiatives involving the provision of money, resources and/or publicity to socially beneficial causes in a way that seeks to create an association in the minds of consumers between the cause and the company or one of its brands" (Bloom et al.
According to Kotler (Marketing Management, 2003), the societal marketing concept should, on the one hand, determine the needs, wants, and interests of the targets and on the other hand, fulfill target communities' requests effectively and efficiently in a way that preserves or enhances the consumer's and the society's well-being.
In a way it is closely associated with the idea of societal marketing which focuses more on society welfare and better quality of life than on the single-point corporate agenda of "profit maximization.
This study tests the relationship between activities of societal marketing and firms' CSR legitimacy in terms of corporate social responsibility (CSR).
The upsurge of the concept of Societal Marketing and Corporate Social Responsibility (CSR) in the last few decades has led to an increased interest among researchers to probe into this area.
The societal marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets 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 (p.
Societal marketing holds that blindly satisfying individual consumers and clients might not be in the best interest of society, and it therefore taps the overlapping tenets of Sustainable Development, 'Corporate Social Leadership[TM]' and ethics.
Virtually every leading organization and business school around the world recognizes the importance of CSR (corporate social responsibility), the 'triple bottom line,' societal marketing and sustainability.
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