The societal marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being (p.
Kotler maintains that the societal marketing concept calls for balance in three criteria in marketing decision making:
The focal point of the societal marketing concept
requires companies to satisfy not only individual and organizational needs and wants, but also the long-term interest of society.
Thus, for instance, the crisis that afflicted marketing in the early 1970s spawned the societal marketing concept
, the macro-marketing school of thought and several other perceived panaceas (e.