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
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.