Societal marketing orientation or societal marketing concept was first proposed in the 1970s by Phillip Kotler in an article published in the " Harvard Business Review ."
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Societal marketing orientation or societal marketing concept was first proposed in the 1970s by Phillip Kotler in an article published in the " Harvard Business Review ."
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The principle of "'societal marketing "'asks company's to consider the " consumers'wants and long-run interests, the company's requirements and society's long-run interests ."
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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.
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A study by Grundey ( 2010 ) suggests that many contemporary text-books begin with Keith's eras and expand on it by including newer concepts such as the societal marketing concept, the relationship marketing concept and the interfunctional concept, as shown in the table below.
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Kotler's concept of societal marketing suggested that for the well-being of society, the deficient products should be eliminated from the market, pleasing and salutary products should go through a product modification process to reach the fourth category, by incorporating missing short term benefits into salutary products and long term benefits into pleasing products, and the companies'ultimate goal should be to develop desirable products.
