societal marketing


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societal marketing

the satisfaction of the needs and wants of consumers in an effective and efficient manner which avoids environmental pollution or waste of the Earth's resources. See SOCIAL RESPONSIBILITY.
References in periodicals archive ?
Based on data from a large sample of firms operating in both southern and northern China, this study compares the relative importance of three dimensions of societal marketing activities which influence a firm's CSR legitimacy.
Different from research findings from developed economies, our data show that the social dimension of societal marketing activities is the most effective when it comes to influencing a firm's CSR image in an emerging economy.
This study suggests that, in an emerging economy such as China, firms that pay more attention to the social dimension of societal marketing are likely to be more effective in terms of building CSR legitimacy and achieving good performances.
Keywords: Institutional environments * Environmental * Social and economic societal marketing * Firm performance * Chinese market
Kotler and Levy 1969), a wealth of evidence has emerged highlighting the significance of societal marketing in marketing performance (Banerjee et al.
Societal Marketing and Philanthropy in Dutch Companies, Journal of Non-profit and Public Sector Marketing 12(1): 23-36.
Kotler maintains that the societal marketing concept calls for balance in three criteria in marketing decision making:
QOL marketing is consistent with societal marketing in that QOL marketing also guides marketers to strive to meet the goals of consumers, the company, and society.
Although the societal marketing concept addresses delivering satisfaction in a way that preserves or enhances consumer wellbeing, the link between consumer satisfaction and consumer wellbeing is not clear in societal marketing.
Second, societal marketing emphasizes competition in terms of efficient and effective ways of delivering consumer satisfaction.
This statement provides more guidance to marketers than the simple mention of "in a way that preserves or enhances the consumer's and the society's wellbeing" as articulated in the definition of societal marketing.

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