Conscientious marketing: making a difference in people’s lives

Quraeshi, Zahir A. and Luqmani, Mushtaq and Schultz, Roberta J. and Zain, Osman M. (2010) Conscientious marketing: making a difference in people’s lives. Journal Innovative Marketing, 6 (4). pp. 62-70. ISSN 1814-2427 (P) 1816-6326 (O)

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Abstract

The fundamental marketing practices, that have driven the teaching and practice of marketing, have evolved from their early beginnings to today, where societal marketing has been advanced as a concept that should drive marketing practices. There is, under contemporary circumstances, a need to reexamine the fundamental concepts on which present marketing initiatives are based. An innovative approach, that we refer to as conscientious marketing (CM), proposes a shift in businesses towards primarily emphasizing societal goals rather than economic objectives. The authors distinguish CM from societal marketing, and advocate the adoption of CM by businesses,particularly in the developing countries, where there are urgent societal needs.We suggest marketing mix initiatives that should be explored for application under the umbrella of CM in serving the poor in the developing world.

Item Type:	Article (Journal)
Additional Information:	5757/5453
Uncontrolled Keywords:	business ethics, conscientious marketing, marketing concepts, marketing in developing countries
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr Osman Zain
Date Deposited:	18 Nov 2011 11:36
Last Modified:	22 Nov 2011 11:37
URI:	http://irep.iium.edu.my/id/eprint/5453

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