Abstract
The emphasis of marketing over the years has continuously shifted to meet the changes in the environment. The most recent emphasis of marketing seems to be on social responsibility. Although academicians and practitioners alike have been advocating implementation of social responsibility in marketing planning only a few scattered cases in which social responsibility has been put into practice are available to this date. The author, in discussing the social responsibility of marketing, examines its present status and suggests that marketers should not view the demand of social responsibility as a liability to them, but rather see it as a useful strategy to improve one's competitive condition and image in the market place.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
An Act to Amend the Clean Air Act. 91st Congress, 2nd session, H.R. 17255. Los Angeles Times. Oct. 8, 1972, p. 9.
Feldman, Lawrence P. 1971 “Societal Adaptation: A New Challenge for Marketing.” Journal of Marketing 35 (July) 54–60.
“Fortune Magazine Poll.” 1946. Fortune (March) 197–8.
Gelb, Betsy D. and Brien, Richard H. 1971. “Survival and Social Responsibility: Themes for Marketing Education and Management.” Journal of Marketing 35 (April) 3–9.
Hartley, Robert F. 1972. Marketing: Management and Social Change, Scranton, Pa.: International Textbook Co.
Kassarjian, Harold H. 1971. “Incorporating Ecology into Marketing Strategy: The Case of Air Pollution.” Journal of Marketing 35 (July) 61–5.
Kelley, Eugene J. 1971. “Marketing's Changing Social/Environmental Role”. Journal of Marketing 35 (July) 1.
Kollet, David T., Blackwell, Robert D. and Robeson, James F. 1972. Strategic Marketing, New York: Holt, Rinehart & Winston, Inc.
Kotler, Philip. 1972a. Marketing Management: Analysis Planning and Control. 2nd ed, Englewood Cliffs, N.J.: Prentice Hall Inc., p. 26.
—. 1972b. “A Generic Concept of Marketing.” Journal of Marketing 36 (April) 46–54.
—. 1972c. “What Consumerism Means for Marketers.” Harvard Business Review 50, 3, (May–June) 48–57.
Kotler, Philip and Levy, Sidney J. 1969. “Broadening the Concept of Marketing.” Journal of Marketing 33 (Jan.) 10–15.
Kotler, Philip and Zaltman, Gerald. 1971. “Social Marketing: An Approach to Planned Social Change.” Journal of Marketing 35 (July) 3–12.
Lavidge, Robert J. 1970. “Growing Responsibilities of Marketing.” Journal of Marketing 34 (Jan.) 25–28.
—. 1972. “AMA Members Favor Government Actions to Protect Consumers But Oppose Limits on Ad Expenditures”. The Marketing News 6, 7, (Oct.) 1.
Levitt, Theodore. 1970. “The Dangers of Social Responsibility,” Managerial Marketing Policies and Decisions. Taylor McLoan, Samuel Smith and John Wheatly, eds. Boston, Mass.: Houghton Mifflin Co. pp. 461–475.
Luck, David J. 1969. “Broadening the Concept of Marketing Too Far”. Journal of Marketing 33 (July) 53–55.
Patterson, James M. 1966. “What are the Social and Ethical Responsibilities of Marketing Executives.” Journal of Marketing 30 (July) 12–15.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Choudhury, P.K. Social responsibility an alternate strategy of marketing. JAMS 2, 213–222 (1974). https://doi.org/10.1007/BF02729514
Issue Date:
DOI: https://doi.org/10.1007/BF02729514