Marketing & ethics

A quick and short note to refer to the chapter written with Professor Hervé Fenneteau about marketing’s ability to be “responsible”. We present Kotler’s seminal work and his proposal of a “social marketing” and the subsequent critics of this view. We also suggest a four cells matrix in order to clarify the debate of “whether marketing should be responsible or not”.
link to the book : Responsabilité sociale de l’entreprise (2006), coord. JJ Rosé, Ed. De Boeck.