Societal Marketing - History

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.

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