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
References in periodicals archive ?
Scharneck is an avid supporter of communities and corporate societal marketing. She manages to strike a balance between work and family by remembering that family is of utmost importance whilst still enjoying a fulfilling and rewarding career (and having fun in both).
Short bios on the girls called "microstories" comically gesture towards the saturation of "societal marketing programs (2)" in modern media while also realistically providing a backstory to the SGs forced immigration to the US.
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." It is also a deviation from the old market philosophy of "buyer beware" In today's free market economy CSR is not given weight by the corporate bosses simply out of their love for the society.
* 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.
NASCAR's ethical dilemma can also be considered from the perspective of Kotler's societal marketing concept.
* Crane, Andrew y John Desmond, (2002), "Societal marketing and morality".
Note that QOL marketing is highly consistent with Kotler's (1986) definition of societal marketing:
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.
A weakly developed infrastructure is likely to find marketing approached from a sales orientation, with a movement towards a customer-driven marketing orientation, and then towards social and societal marketing as the infrastructure becomes more sophisticated[118,119].
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