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Responsible marketing

This video explores the theory of a societal marketing orientation, central to responsible marketing. Watch Dr Maria Sherrington explain more.

This video explores sustainability from the perspective of marketing. Following the introduction of fundamental marketing theory, the video turns to a ‘societal marketing orientation’. This philosophy states that an organisation exists not only to satisfy customer wants and needs and to meet organisational objectives, but also to preserve or enhance individuals’ and society’s long-term best interests.

You can download the deck of slides below, which you may find helpful for referring back to.

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Responsible Marketing and the Fundamentals of Corporate Social Responsibility

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