The Marketing Challenge: Towards Being Profitable and Socially Responsible

Author(s)

Russell Abratt, Nova Southeastern UniversityFollow
Diane Sacks, University of the Witwatersrand, Johannesburg

Document Type

Article

Publication Title

Journal of Business Ethics

ISSN

1573-0697

Publication Date

7-1988

Abstract/Excerpt

This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it presents the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing. It is argued that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole.

Volume

7

Issue

7

First Page

497

Last Page

507

NSUWorks Citation

Abratt, Russell and Sacks, Diane, "The Marketing Challenge: Towards Being Profitable and Socially Responsible" (1988). HCBE Faculty Articles. 972.
https://nsuworks.nova.edu/hcbe_facarticles/972