Abstract
In this conceptual article, the authors use a macro-level analysis and normative ethical theory to delineate and to explicate a doctrine of socially responsible marketing (SRM). Applying a theory-in-formation approach, we postulate a literature-informed definition of SRM. We discuss why a macro and normative-ethical rather than a micro and positive-descriptive perspective is essential to justifying the elements of SRM. We explore and explain why the roots of an authentic doctrine of SRM can be discerned from the literatures of marketing history, corporate social responsibility, institutional economics and moral philosophy. In so doing, the mandate to engage in socially responsible marketing is shown to be anchored in a social contract. This conception offers three essential elements of SRM—corporate citizenship, stakeholder orientation and social/ecological sustainability—each of which augers a pro-social rather than instrumental-financial approach to marketing practice. We recommend a specific normative-ethical standard, embodied in distributive justice, to best evaluate SRM. We counsel adopting a macromarketing perspective of constructive engagement for those seeking responsible marketing for a better society and world. Finally, we offer a short research agenda for advancing Marketing’s embrace of SRM.
Highlights
Companies that fulfill their purpose and responsibilities to stakeholders reap rewards over the long-term
While macro analysis has declined in popularity for many academic marketing researchers (Wilkie and Moore 2014), we posit that successfully addressing the holistic nature of socially responsible marketing (SRM) requires a renewed systems-level emphasis (Lusch 2017; Webster and Lusch 2013)
Explicates a specific macro, normative-ethical perspective rooted in distributive justice; it provides a standard to measure the gap between marketing practice and its societal ideal
Summary
Companies that fulfill their purpose and responsibilities to stakeholders reap rewards over the long-term. While macro analysis has declined in popularity for many academic marketing researchers (Wilkie and Moore 2014), we posit that successfully addressing the holistic nature of socially responsible marketing (SRM) requires a renewed systems-level emphasis (Lusch 2017; Webster and Lusch 2013) This examination of SRM is Normative-Ethical because value judgments must routinely be made regarding whether particular marketing campaigns, practices and policies incrementally contribute to the common good (Laczniak and Murphy 2018; Murphy and Sherry 2014), i.e., When does Marketing truly help create a better world? Interested readers are asked to consult this Table—a synthesis of our selected approach and its literature-anchored background—which allows proceeding immediately to the formal postulation of our normative definition of socially responsible marketing and its conceptual context
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