Sensitive Groups and Social Issues: Are You Marketing Correct?
Bart Macchiette
(Associate Professor in the Department of Business, Hyde
Hall, Plymouth State College, Plymouth, USA.)
Abhijit Roy
(Doctoral Student in Marketing at Boston University, Boston,
MA, USA.)
5387
Abstract
Marketers have become increasingly culpable for their role in societal problems which affect a myriad of sensitive groups. The publicity engendered from this relationship has translated into a new arena of competition, largely based on perceptions of corporate social responsibility. An ethically‐based, strategic framework for analyzing social issues and sensitive groups is critical to the development of relationship marketing in the 1990s.
Keywords
Citation
Macchiette, B. and Roy, A. (1994), "Sensitive Groups and Social Issues: Are You Marketing Correct?", Journal of Consumer Marketing, Vol. 11 No. 4, pp. 55-64. https://doi.org/10.1108/07363769410070890
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited