Perceptions of the Societal Marketing Concept

Abstract

Whether societal marketing is regarded as a legitimate and necessary aspect of marketing in the tobacco and liquor industries is investigated. A review of previous research on societal marketing has been undertaken. The views of both industries are discussed and some conclusions are made with regard to their role in practising societal marketing and, thus, their influence on consumer welfare.

Citation

Abratt, R. and Sacks, D. (1989), "Perceptions of the Societal Marketing Concept", European Journal of Marketing, Vol. 23 No. 6, pp. 25-33. https://doi.org/10.1108/03090569010142640