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The Marketing Challenge: Towards Being Profitable and Socially Responsible

Journal of business ethics, 1988-07, Vol.7 (7), p.497-507 [Peer Reviewed Journal]

Copyright 1988 Kluwer Academic Publishers ;ISSN: 0167-4544 ;EISSN: 1573-0697 ;DOI: 10.1007/BF00382596

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  • Title:
    The Marketing Challenge: Towards Being Profitable and Socially Responsible
  • Author: Abratt, Russell ; Sacks, Diane
  • Subjects: Business ethics ; Consumer advertising ; Consumerism ; Corporate responsibility ; Corporations ; Ethical consumerism ; Ethics ; Marketing ; Morality ; Profits ; Social aspects ; Social ethics ; Social responsibility
  • Is Part Of: Journal of business ethics, 1988-07, Vol.7 (7), p.497-507
  • Description: This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it presents the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing. It is argued that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole.
  • Publisher: Dordrecht: D. Reidel Publishing Company
  • Language: English
  • Identifier: ISSN: 0167-4544
    EISSN: 1573-0697
    DOI: 10.1007/BF00382596
  • Source: ProQuest One Psychology
    AUTh Library subscriptions: ProQuest Central
    Alma/SFX Local Collection
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