SMG MK 323 Lecture Notes - Brand Equity
Document Summary
Conscious marketing entails a sense of purpose for the firm that is higher than simply. Chapter 4 making a profit by selling products and services. 4 encompassing principles: recognition of marketing"s greater purpose, consideration of stakeholders and their interdependence, the presence of conscious leadership, creating a corporate culture, the understanding that decisions are ethically based. Marketing"s greater purpose: csr as an element of conscious marketing. Firms acknowledge that in addition to economic and legal duties, csr is important for society. Not mandated by any law or regulation but are associated with the demands, expectations, and requirements of various stakeholders. Triple bottom line: economic, social, and environmental performance. The most basic responsibility of a firm is to employees: ensuring a safe working environment free of threat to their safety, health, and well-being. As changes in marketing environment emerge, firms must consider the effects on their current customers and future customers they have targeted.
