History
The concept of Societal Marketing emerged in 1972, promoting a more socially responsible, moral and ethical model of marketing, countering the consumerism way of thinking that had been promoted by then.
It was introduced in an article by Philip Kotler, “What consumerism means for marketers” in the Harvard Business Review Journal. The social and societal concerns had existed by then, but it was not that they became incorporated explicitly in the marketing literature.
Kotler introduced in that period both the concept of Social marketing (extending marketing technologies into non-business areas) and societal marketing, arguing that the marketing concept and its technologies must be tempered and ultimately revised by adopting a more explicit social orientation.
Kotler’s novelty to the marketing concept was the idea of “long-run consumer welfare”, emphasizing that the short-term desires might not support the consumer’s long term interests or be good for the society as a whole.
Read more about this topic: Societal Marketing
Famous quotes containing the word history:
“The history of mankind interests us only as it exhibits a steady gain of truth and right, in the incessant conflict which it records between the material and the moral nature.”
—Ralph Waldo Emerson (1803–1882)
“Let it suffice that in the light of these two facts, namely, that the mind is One, and that nature is its correlative, history is to be read and written.”
—Ralph Waldo Emerson (1803–1882)
“Both place and time were changed, and I dwelt nearer to those parts of the universe and to those eras in history which had most attracted me.”
—Henry David Thoreau (1817–1862)