The Role of marketing in societal well-being and corporate reputation

David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Marketing academics and marketing practitioners risk losing their relevance and consequently their ability to provide significant positive input due to their inattention to major societal issues captured through the debate on corporate social responsibility (CSR) and its impact on corporate reputation. Over the last 30 years or so the evolution of business philosophy has transitioned from the neo-classical laissez-faire ‘liberal market’ capitalism view of ‘thinking profitably’ during the 1980’s, to ‘thinking globally’ during the 1990’s to ‘thinking sustainably in the 2000’s. It is in relation to this most recent phase of ‘thinking sustainably’ that the marketing discipline is in peril of failing to sufficiently adapt to the changing geopolitical contextual needs of the 21st century and thereby capitalising on the great opportunities available to it. The world is facing some serious problems including global warming, the obesity epidemic, gambling, and cigarette and alcohol abuse to name a few. This paper considers the role of CSR in relation to the role of the marketing discipline and its impact on corporate reputation. It identifies areas where both marketing academics and practitioners need to lift their societal contribution and provides options for the marketing profession to positively move forward.
Original languageEnglish
Title of host publicationAM2008 conference proceedings
Subtitle of host publicationAcademy of Marketing Annual Conference : reflective marketing in a material world
Place of PublicationAberdeen, Scotland
PublisherAcademy of Marketing
Number of pages12
Publication statusPublished - 2008
EventAcademy of Marketing Conference (2008) - Aberdeen, Scotland
Duration: 7 Jul 200810 Jul 2008


ConferenceAcademy of Marketing Conference (2008)
CityAberdeen, Scotland


  • Corporate Social Responsibility
  • CSR
  • corporate reputation
  • Global Reporting Initiative
  • UN Global Compact


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