The marketing challenge: Towards being profitable and socially responsible  

Oleh:

Abratt, Russell ; Sacks, Diane

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 7 no. 7 (Jul. 1988), page 497.
Topik: Marketing Challenge; Profits; Social Responsibility; Business Ethics

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

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 practicing 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 organizations 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.

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