Refocusing Marketing To Reflect Social Responsability

As traditional marketing statements are inherently in conflict with the social responsibilities of companies to customers, the concept of corporate social responsibility is a dead end. In this paper, based on assumptions of the Service Dominant logic and Service science, we conceptualize a marketing framework in which social priorities are consistently integrated into the company's operational considerations. The implications are manifold. Academic researchers can adopt a new research perspective, useful to investigate various relationships between individual and social value. Business practitioners will receive theoretical support for the development of strong and honest marketing practices that reflect social responsibility.