Society has an increasingly negative perception of marketing -and marketing professionals- because the field's current priority is to effectively help companies maximise their profits. Citizens today view marketing practices as abusive and misleading -a clear sign that the field has moved away from its original socially revolutionary proposals. Business programmes capable of simultaneously providing economic and social value, and therefore increasing the viability of our economic system, are currently in demand. Marketing professionals should take advantage of the current sentiment among businesses and citizens to promote the use of societal marketing, the only proposal that promotes both economic and social value. In this article, we review the origins and applicability of societal marketing and conclude that this proposal has great potential to create value and to be accepted by society.

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Costa Guix, Gerard; Vila Fernández-Santacruz, Mar

El societal Marketing: marketing de valor social y económico

09/2015
Society has an increasingly negative perception of marketing -and marketing professionals- because the field's current priority is to effectively help companies maximise their profits. Citizens today view marketing practices as abusive and misleading -a clear sign that the field has moved away from its original socially revolutionary proposals. Business programmes capable of simultaneously providing economic and social value, and therefore increasing the viability of our economic system, are currently in demand. Marketing professionals should take advantage of the current sentiment among businesses and citizens to promote the use of societal marketing, the only proposal that promotes both economic and social value. In this article, we review the origins and applicability of societal marketing and conclude that this proposal has great potential to create value and to be accepted by society.
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El societal Marketing: marketing de valor social y económico
Costa Guix, Gerard; Vila Fernández-Santacruz, Mar
Boletín de Estudios Económicos
Vol. 70, nº 215, 09/2015, p. 201 - 216

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