Marketing

Making a Difference - The societal marketing concept supporting educational and cultural issues Project work for the marketing-seminar of Dr.Gulawani by Robert Motzek Content 1. Introduction 3 2. Theory of the societal marketing concept 4 3. Evolution of social responsibility 5 4. Societal marketing today 8 4.1. Why do companies adopt the societal marketing concept? 8 4.2. Implementation of Societal Marketing 10 4.3. Societal marketing supporting educational and cultural issues 12 4.3.1. In big business 13 4.3.2. In small business 16 4.3.3. Dangers and criticisms 18 4.4. Controlling societal marketing and social responsibility 21 5. Future development …

…of social responsibility in marketing concerning past, present and future developments. Looking at the societal markteting concept supporting educational and cultural issues , we�Œll see why and in which way firms adopt the societal marketing concept and how this affects their businesses, customers, organizations, governments and the society as a whole. But at first we have to define what we�Œll be speaking about. So what do social responsibility and the societal marketing concept mean?