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The societal marketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools and techniques to influence social change.
Socially responsible marketing emerged as a response to questionable marketing practices that have adverse effects on society. The major economic criticisms that the conventional private marketing system receives from are as follows: Mainstream marketing strategies generally lead to high prices.
Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools, and techniques to social issues.
Sustainable marketing or green marketing is an extension of societal marketing. [48] ... the revision of current marketing strategies for existing products, as well ...
Instead, marketing activities should strive to benefit society's overall well-being. Marketing organisations that have embraced the societal marketing concept typically identify key stakeholder groups including: employees, customers, local communities, the wider public and government and consider the impact of their activities on all stakeholders.
Social networking sites such as Facebook, Instagram, Twitter, MySpace etc. have all influenced the buzz of word of mouth marketing. In 1999, Misner said that word-of mouth marketing is, "the world's most effective, yet least understood marketing strategy" (Trusov, Bucklin, & Pauwels, 2009, p. 3). [72]
Macromarketing is an interdisciplinary field that studies marketing as a provisioning technology of society. It focuses on marketing-society interactions including such topics as marketing systems, aggregate consumer behavior, market regulation, social responsibility, justice and ethics in markets, and sustainable marketing.
This is also complemented by societal and market recognition of the firm holding superior social and environmental management. The critical driver for these benefits to the firm will be the integration of organisational intelligence systems, innovation and continuous learning that inform and proactive marketing strategy. [2]
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