Posit-ive and negative aspects of the societal marketing concept: Stakeholder conflicts for the tobacco industry

Research output: Contribution to journalArticle

Abstract

This article seeks to consider the efficacy of the societal marketing concept using the POSIT framework and a classification of corporate responsibility The exploration of both positive and negative aspects of the societal marketing concept allows an overall discussion of the stakeholder interests concerned and the alternatives exposed This produces some comparisons and contrasts for marketing managers to reflect upon when contemplating the adoption of the societal marketing concept, suggesting it may not always be in the best interests of all stakeholders.

Original languageEnglish
Pages (from-to)469-485
Number of pages17
JournalJournal of Marketing Management
Volume11
Issue number5
DOIs
Publication statusPublished - 1995

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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