Essay on Moral Marketer Behaviour: Beyond Corporate Social Responsibility

Abstract

Many marketing professionals have a myopic vision of their responsibilities to various constituencies as they are focused almost exclusively on their consumers. This strategy should come as no surprise, given their external orientation and responsibility for sales and revenue flows. Yet, this concentration ignores individuals who would like to be in their considered set but may be excluded because of several forms of restriction. To discuss this matter, the article opens with a brief look at the current situation, followed by a novel way of reflecting on marketer morality. It then moves to operational details that hopefully set the stage for reconsideration of corporate social responsibility that takes on larger meanings and purposes.