Conscientious marketing: making a difference in people’s lives

The fundamental marketing practices, that have driven the teaching and practice of marketing, have evolved from their early beginnings to today, where societal marketing has been advanced as a concept that should drive marketing practices. There is, under contemporary circumstances, a need to reexa...

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Main Authors:	Quraeshi, Zahir A., Luqmani, Mushtaq, Schultz, Roberta J., Zain, Osman M.
Format:	Article
Language:	English
Published:	Business Perspectives 2010
Subjects:	HF5001 Business. Business Administration HF5410 Marketing. Distribution of products
Online Access:	http://irep.iium.edu.my/5453/ http://irep.iium.edu.my/5453/ http://irep.iium.edu.my/5453/1/im_en_2010_4_Quraeshi.pdf

id	iium-5453
recordtype	eprints
spelling	iium-54532011-11-22T03:37:04Z http://irep.iium.edu.my/5453/ Conscientious marketing: making a difference in people’s lives Quraeshi, Zahir A. Luqmani, Mushtaq Schultz, Roberta J. Zain, Osman M. HF5001 Business. Business Administration HF5410 Marketing. Distribution of products The fundamental marketing practices, that have driven the teaching and practice of marketing, have evolved from their early beginnings to today, where societal marketing has been advanced as a concept that should drive marketing practices. There is, under contemporary circumstances, a need to reexamine the fundamental concepts on which present marketing initiatives are based. An innovative approach, that we refer to as conscientious marketing (CM), proposes a shift in businesses towards primarily emphasizing societal goals rather than economic objectives. The authors distinguish CM from societal marketing, and advocate the adoption of CM by businesses,particularly in the developing countries, where there are urgent societal needs.We suggest marketing mix initiatives that should be explored for application under the umbrella of CM in serving the poor in the developing world. Business Perspectives 2010 Article PeerReviewed application/pdf en http://irep.iium.edu.my/5453/1/im_en_2010_4_Quraeshi.pdf Quraeshi, Zahir A. and Luqmani, Mushtaq and Schultz, Roberta J. and Zain, Osman M. (2010) Conscientious marketing: making a difference in people’s lives. Journal Innovative Marketing, 6 (4). pp. 62-70. ISSN 1814-2427 (P) 1816-6326 (O) http://businessperspectives.org/journals_free/im/2010/im_en_2010_4_Quraeshi.pdf
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration HF5410 Marketing. Distribution of products
spellingShingle	HF5001 Business. Business Administration HF5410 Marketing. Distribution of products Quraeshi, Zahir A. Luqmani, Mushtaq Schultz, Roberta J. Zain, Osman M. Conscientious marketing: making a difference in people’s lives
description	The fundamental marketing practices, that have driven the teaching and practice of marketing, have evolved from their early beginnings to today, where societal marketing has been advanced as a concept that should drive marketing practices. There is, under contemporary circumstances, a need to reexamine the fundamental concepts on which present marketing initiatives are based. An innovative approach, that we refer to as conscientious marketing (CM), proposes a shift in businesses towards primarily emphasizing societal goals rather than economic objectives. The authors distinguish CM from societal marketing, and advocate the adoption of CM by businesses,particularly in the developing countries, where there are urgent societal needs.We suggest marketing mix initiatives that should be explored for application under the umbrella of CM in serving the poor in the developing world.
format	Article
author	Quraeshi, Zahir A. Luqmani, Mushtaq Schultz, Roberta J. Zain, Osman M.
author_facet	Quraeshi, Zahir A. Luqmani, Mushtaq Schultz, Roberta J. Zain, Osman M.
author_sort	Quraeshi, Zahir A.
title	Conscientious marketing: making a difference in people’s lives
title_short	Conscientious marketing: making a difference in people’s lives
title_full	Conscientious marketing: making a difference in people’s lives
title_fullStr	Conscientious marketing: making a difference in people’s lives
title_full_unstemmed	Conscientious marketing: making a difference in people’s lives
title_sort	conscientious marketing: making a difference in people’s lives
publisher	Business Perspectives
publishDate	2010
url	http://irep.iium.edu.my/5453/ http://irep.iium.edu.my/5453/ http://irep.iium.edu.my/5453/1/im_en_2010_4_Quraeshi.pdf
first_indexed	2023-09-18T20:14:04Z
last_indexed	2023-09-18T20:14:04Z
_version_	1777407669706948608

Conscientious marketing: making a difference in people’s lives

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