ABSTRACT
The idea of addressing the social consequences of business is far from being a new issue for marketing. The concept of individual responsibility but needs some further mention because it helps us get to the all-important idea of critical thinking. Equally energetic efforts, in the form of corporate social responsibility, public relations and corporate affairs, are used to court stakeholders, policy makers and politicians. Certainly a great deal of harm is done by corporate marketing. Corporate marketing also raises concerns about inequalities. Consider how marketers use the marketing mix to get us to consume. Ideas of strategic planning, ubiquity – especially on the internet – and the deployment of multiple tools become a threat when the readers think about materialism, inequalities and global warming. Three additional marketing tools also need to be considered: the price; the place and the product or service itself.
