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Setting socially responsible marketing objectives A quality‐of‐life approach

Setting socially responsible marketing objectives A quality‐of‐life approach Financial‐ and growth‐oriented marketing objectives of traditional marketers have been criticized by marketing ethicists, because these objectives may lead to socially irresponsible marketing practices. Marketing based on the quality‐of‐life (QOL) concept posits that marketers should strive to enhance consumers’ wellbeing without harming other publics or stakeholders. Shows how marketing managers can set marketing objectives based on the QOL concept to guide socially responsible marketing practices. Develops a conceptual framework for setting marketing objectives. The framework shows that marketing managers with a QOL frame of mind should first examine the marketing policies that have been criticized by marketing ethicists. Second, marketing managers should logically drive specific marketing mix objectives based on the QOL concept. Third, general marketing objectives should be deduced from the marketing mix objectives for socially responsible marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Setting socially responsible marketing objectives A quality‐of‐life approach

European Journal of Marketing , Volume 30 (5): 15 – May 1, 1996

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References (26)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569610118722
Publisher site
See Article on Publisher Site

Abstract

Financial‐ and growth‐oriented marketing objectives of traditional marketers have been criticized by marketing ethicists, because these objectives may lead to socially irresponsible marketing practices. Marketing based on the quality‐of‐life (QOL) concept posits that marketers should strive to enhance consumers’ wellbeing without harming other publics or stakeholders. Shows how marketing managers can set marketing objectives based on the QOL concept to guide socially responsible marketing practices. Develops a conceptual framework for setting marketing objectives. The framework shows that marketing managers with a QOL frame of mind should first examine the marketing policies that have been criticized by marketing ethicists. Second, marketing managers should logically drive specific marketing mix objectives based on the QOL concept. Third, general marketing objectives should be deduced from the marketing mix objectives for socially responsible marketing.

Journal

European Journal of MarketingEmerald Publishing

Published: May 1, 1996

Keywords: Ethics; Marketing; Social responsibility

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