Society Versus Business Organization: The Strategic Role of Marketing

Abstract

Abstract This paper is intended to discuss the role of business organization within society, contributing to the theoretical and managerial understanding of this matter. Concepts of strategic marketing and societal marketing are presented and comparatively analysed. In addition, corporate positioning based on social responsibility is examined. The author believes that managers should accept the challenge of balancing the interests of society with those of organizations, trying to reach the best relationship between them