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- W4385236876 abstract "Marketing is currently immersed in a reconceptualization that allows it to adapt its role in an ethical and sustainable economy. From the criticisms of marketing, it is inferred the need for an ethical support for marketing that so it is clear about the ends and not confuse it with the means and that allows a new relationship with people, that transcends their dimension as consumers and treats them as citizens. In this article, we analyze both from a theoretical perspective and qualitative research with marketing professionals whether the concept of the common good is a valid ethical foundation for marketing, as well as whether it is adequate to respond to the current socioeconomic paradigm. By virtue of what was observed in our research, the common good is adequate to guide marketing at the time of change that it is experiencing to adapt to the new social demands towards the company. We believe it is appropriate because it brings together characteristics that resolve the criticisms of marketing observed by consumers and professionals, especially its short-termism that leads it to confuse means with ends and the reduction of people to the role of consumers. Consequently, we conclude this article with a definition of marketing for the common good." @default.
- W4385236876 created "2023-07-26" @default.
- W4385236876 creator A5046033396 @default.
- W4385236876 date "2023-01-01" @default.
- W4385236876 modified "2023-09-26" @default.
- W4385236876 title "Can the Concept of the Common Good be the Foundation of Ethical Marketing?" @default.
- W4385236876 doi "https://doi.org/10.18690/um.epf.3.2023.69" @default.
- W4385236876 hasPublicationYear "2023" @default.
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