Socially-Responsible Marketing Communications

Abstract

Companies require generating revenues and profits to sustain in the competition and to achieve business excellence. At the same time, companies should be aware about and acknowledge the responsibilities towards their target markets and the society at large. Companies do socially responsible target marketing and marketing communications to communicate about their offerings to target markets. They adopt and communicate socially responsible advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt marketing communications for social causes which include socially responsible sales promotion and personal selling. Companies should respect consumer privacy and security and ensure consumer safety. Various stakeholders want to be assured that businesses care about their welfare and are working towards ensuring it. Businesses should also ensure welfare of the society at large. This will allow them to achieve business excellence and to stay ahead in the competition.