El marketing social una respuesta del mundo mercantil al desarrollo sostenible
DOI:
https://doi.org/10.18041/2382-3240/saber.2011v6n2.2504Keywords:
Sustainability, business ethics, corporate responsibility, market, consumers, stakeholdersAbstract
This article brings about a reflection around the new practices of the marketing argument sciences generating values, creating a world of relationships and seeking a social benefit. It will start by describing the concept of sustainable development and its first expressions and debates that emerged around it worldwide; then it will analyze the corporate social responsibility as a methodology currently implemented by the companies to contribute to the sustainable development from their commercial and manufacturing activities and since one of the players affected by that activity, the consumer, is every time more knowledgeable and critical, he demands transparent and ethical marketing practices to which the companies and institutions have been obliged to respond by means of the application of social and causal marketing.
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