SOCIAL RESPONSIBILITY AND MARKETING

Sociology

This Paper explains the concept of Corporate Social Responsibility. There are opposing points of view as to the social i.e. ethical, responsibility of marketing and hence marketers because marketing is the primary interface between a firm and its publics the ethical behavior of marketing has considerable consequence as to how the firm is perceived as a good or bad citizen, issue of whether a social responsibility is an organizational construct or whether it is inseparable from people who run the organization. In other words, can or should there be a separate set of ethical values for the firm and for its employees? From time to time political and business scandals involving abuse of power or trust, dumping of hazardous waste, and bribery have prompted a renewed concern for a set of ethics to inform, guide, and judge behavior in business. Much of this concern has been reflected in the literature which has attempted to describe the ethical situation faced by marketers as they try to balance the needs of their company, their customers, and themselves For many years marketing literature has stressed the need to understand the linkage between ethics, social responsibility, decision making, strategy, business, and marketing .

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