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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Ethical Corporate Marketing and Societal Expectations

Author(s): Edgar Bellow

Citation: Edgar Bellow, (2012) "Ethical Corporate Marketing and Societal Expectations," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 11 - 26

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This is an age where many members of society are becoming more affluent than ever before. Coupled

with the increased competition which results from globalization, consumers are now presented with more

power over their purchasing decisions than ever before. Changes in communication and technology have

also led to changes which mean that the general public is more aware of societal issues across the world.

In particular, consumers may be becoming increasingly aware of how the behaviour of certain

organisations either contributes to or alleviates these issues. This paper discusses the ethical decision

making process, introduces the various elements of societal expectations, and discusses how these various

expectations may influence the corporate marketing of the organisation.