Social aspects of marketing

TLDR: In this paper, the authors focus on the need for synthesis, systematic analysis and analytical structure in the social-environmental area and present a comprehensive, integrative, conceptual framework.

Abstract: Professor Webster's stated objectives concern the need for \"synthesis, systematic analysis and analytical structure\" in the social-environmental area. Against most of these objectives, his book measures up exceptionally well. In terms of content and readability, it may well be the best available book of this type. Yet the opportunity to build a comprehensive, integrative, conceptual framework was missed and the book is somewhat fragmented. In fairness, there is considerable implicit conceptualizing and parts of chapters include significant synthesis not previously available. The discussion is comprehensive except for the unfortunate omission of social issues related to pricing, distribution, and marketing research. The initial chapter, although adequate, is unfortunately the book's weakest section. Consumerism as defined here is too broad, and different aspects of consumerism overlap with the causal forces. As an overview, the chapter is fragmented. Chapter 2, \"The Consumer,\" although not well integrated into the book, presents a very good and concise treatment of changing consumer socioeconomics. It includes a good statement about disadvantaged consumers, although, overall, the book pays little attention to the ghetto marketplace. The third chapter reviews and evaluates the critics' charges against advertising, uses a buyer behavior model to evaluate advertising, and reviews current trends in advertising regulation. The defense of advertising may be overdone, and an already excellent chapter could be improved by discussing the role of personal selling in marketing communication. Chapter 4 is an excellent chapter with comprehensive coverage of product-related social issues such as resource utilization, quality and safety, and product disposal. An important strength is the use of the previously reported concept of a \"socio-ecological\" product, emphasizing the need to consider the long-run stream of product-related costs and benefits to society. The author takes a position on controversial issues, assumes risk by suggesting trends, and cites numerous implications for marketers. The fifth chapter is a very good, example-filled review of the literature related to marketing in notfor-profit organizations. Causal forces behind the growth of nonbusiness marketing are cited, a fragmented list of approaches to the topic is given, and generic marketing is discussed and then abandoned for a more limited view. The potential negative effects of social marketing are not discussed. The final chapter, \"The Marketing Concept Reexamined,\" is an excellent discussion of the major implications of the first five chapters. The first half of the chapter is a solid discussion of consumerism. The rest is a stimulating and certain-to-be-debated section that asserts that the marketing concept as currently defined is premised on too much optimism about resolving profit goals, individual consumer needs, and the public's long-term interest. Consequently, Professor Webster calls for a new professionalism, with marketing managers actively defining the public interest (the revised marketing concept) and making decisions accordingly. Possible negative effects of this, such as limiting product choice, are not considered. This book should be required reading for introductory and graduate courses relying on textbooks with inadequate treatment of social aspects, and for senior-level social/environmental courses. It should also be read by businessmen, for, with respect to short-run impact, this may be its greatest potential.