Socially Responsible Marketing: Toward Aligning Dharma (Duties), Karma (Actions), and Eudaimonia (Well-Being)

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2022-10-03 DOI:10.1177/02761467221130260
J. Sheth, Atul Parvatiyar
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引用次数: 2

Abstract

Laczniak and Shultz, in their recent article in the Journal of Macromarketing, provide a robust framework and a comprehensive definition of socially responsible marketing (SRM) anchored on macro-normative ethical perspectives. The explicit purpose of offering this framework and definition is to provide a roadmap to create a better world. Recognizing that marketing has a vital role in enabling the societal goal of achieving well-being and thriving, we offer some additional perspectives in this commentary. Essentially, we suggest how the SRM doctrine can be enriched and enlarged by explicitly aligning societal goals of eudaimonia (well-being) with marketing's moral duties and actions. To do so, we reconcile ethical ideas in Asian and Western philosophies as to how they may help us clarify the requisite SRM behavior. We also look at the developments in evolutionary psychology and developmental biology as to the proper criteria for evaluating the success of SRM behavior.
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社会责任营销:达摩(责任)、业力(行动)和幸福(幸福)的统一
Laczniak和Shultz在最近发表在《宏观营销杂志》上的文章中,基于宏观规范伦理视角,为社会责任营销(SRM)提供了一个强有力的框架和全面的定义。提供这个框架和定义的明确目的是提供一个创造更美好世界的路线图。认识到营销在实现幸福和繁荣的社会目标方面发挥着至关重要的作用,我们在本评论中提供了一些额外的观点。从本质上讲,我们建议如何通过明确地将幸福的社会目标与营销的道德义务和行动相一致来丰富和扩大SRM原则。为此,我们调和了亚洲和西方哲学中的伦理思想,即它们如何帮助我们澄清必要的SRM行为。我们还研究了进化心理学和发展生物学的发展,以确定评估SRM行为成功的适当标准。
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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