NASCAR's ethical dilemma can also be considered from the perspective of Kotler's societal marketing concept
. This concept maintains that corporations should build social and ethical considerations into their marketing practices and act in the best long-term interests of society (Kotler, 1997).
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.
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.g.