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Societal marketing concept[edit]

Main article: Societal marketing

Phillip Kotler is often credited with first proposing the societal marketing orientation or concept in an article published in the Harvard Business Review in 1972.^[67][68] However, some marketing historians, notably Wilkie and Moore, have argued that a societal perspective was evident in marketing theory and in marketing texts, since the discipline's inception in the early 1900s^[69] or that societal marketing is merely an extension of the marketing concept.^[70]

The societal marketing concept adopts the position that marketers have a greater social responsibility than simply satisfying customers and providing them with superior value. Instead, marketing activities should strive to benefit society's overall well-being. Marketing organisations that have embraced the societal marketing concept typically identify key stakeholder groups including: employees, customers, local communities, the wider public and government and consider the impact of their activities on all stakeholders. They ensure that marketing activities do not damage the environment and are not hazardous to broader society. Societal marketing developed into sustainable marketing.

Characteristics of societal marketing:^[71]

• An attempt to balance corporate commitments to groups and individuals in its environment, including customers, other businesses, employees and investors.
• Companies must include social and ethical considerations into their marketing practices
• Consideration is given to the environment includes problems such as air, water, and land pollution
• Consideration is given to consumer rights, unfair pricing and ethics in advertising

Relationship orientation

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