This chapter explores the concepts of ethics, morals and social responsibility from organisational and societal perspectives covering both marketing that is focused on profit and marketing focused on bringing about social benefit. It discusses the meanings of social responsibility from different paradigmatic viewpoints and highlights the advantages and limitations of particular approaches. The chapter also considers some aspects of legal and regulatory frameworks and the potential for the development of codes of conduct for socially responsible for-profit marketing and social marketing. The discussion is positioned in a global context and is grounded by intercultural considerations and the diversity of ethical perspectives and norms across cultures.
|Title of host publication||BEYOND THE DARK ARTS|
|Subtitle of host publication||Advancing Marketing and Communication Theory and Practice|
|Editors||Linda Brennan, Lukas Parker, Divya Garg , Krzysztof Kubacki , Michaela Jackson , Ella Chorazy|
|Place of Publication||Singapore|
|Publisher||World Scientific Publishing|
|Number of pages||21|
|Publication status||Published - 1 Jan 2023|