Society Versus Business Organization: The Strategic Role of Marketing
Abstract
This paper is intended to discuss the role of business organization within society, contributing to the theoretical
and managerial understanding of this matter. Concepts of strategic marketing and societal marketing are presented and comparatively analysed. In addition, corporate positioning based on social responsibility
is examined. The author believes that managers should accept the challenge of balancing the interests of society with those of organizations, trying to reach the best relationship between them.
Main Author
Format
Articles
Journal article
Published
2006
Series
Subjects
Publisher
Business and Organization Ethics Network (BON)
Original source
http://ejbo.jyu.fi
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-201010042885Käytä tätä linkitykseen.
ISSN
1239-2685
Language
English
Published in
EJBO - Electronic Journal of Business Ethics and Organization Studies
Citation
- Modesto Veludo-de-Oliveira, T. (2006). Society Versus Business Organization: The Strategic Role of Marketing EJBO - Electronic Journal of Business Ethics and Organization Studies, Vol. 11 (1). Retrieved from http://ejbo.jyu.fi
License
Copyright© Business and Organization Ethics Network (BON)