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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| Format: | Article |
| Language: | English |
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Business Perspectives
2010
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/5453/ http://irep.iium.edu.my/5453/1/im_en_2010_4_Quraeshi.pdf |
| _version_ | 1848776507061698560 |
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| 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. |
| building | IIUM Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-14T14:31:11Z |
| format | Article |
| id | iium-5453 |
| institution | International Islamic University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T14:31:11Z |
| publishDate | 2010 |
| publisher | Business Perspectives |
| recordtype | eprints |
| repository_type | Digital Repository |
| 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 |
| 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 |
| title | 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_short | Conscientious marketing: making a difference in people’s lives |
| title_sort | conscientious marketing: making a difference in people’s lives |
| topic | HF5001 Business. Business Administration HF5410 Marketing. Distribution of products |
| 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 |