Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application

✍ Scribed by Donald P. Robin and R. Eric Reidenbach

• Book ID: 124165266
• Publisher: American Marketing Association
• Year: 1987
• Tongue: English
• Weight: 706 KB
• Volume: 51
• Category: Article
• ISSN: 0022-2429
• DOI: 10.2307/1251143

✦ Synopsis

Marketing Strategy: Closing the Gap
Between
Concept and Application
The authors review the concepts of social responsibility and business ethics as well as some of the reasons why their adoption by marketing practitioners has been somewhat limited. An approach is developed to integrate these concepts into the strategic marketing planning process.
THE quantity of discussion on social responsibility
and ethics in marketing has increased in recent years. Most of the discussion has been descriptive, focusing on how or why marketers behave or fail to behave in a socially responsible or ethical manner. The discussion can be divided into general conceptual presentations (e.g.,