POSIT-ive and negative aspects of the societal marketing concept - stakeholder conflicts for the tobacco industry

Carrigan, Marylyn (1995). POSIT-ive and negative aspects of the societal marketing concept - stakeholder conflicts for the tobacco industry. Journal of Marketing Management, 11(5) pp. 469–485.

DOI: https://doi.org/10.1080/0267257x.1995.9964359

URL: http://www.westburnpublishers.com/journals/journal...

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.

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