THE EVOLUTION OF SOCIETAL MARKETING IN SERVICE BUSINESSES: ORIGINS, TRANSFORMATIONS AND FUTURE PERSPECTIVES (1970-2023)
DOI:
https://doi.org/10.20319/icssh.2025.630646Keywords:
Evolution, Societal Marketing, Service Companies, TransformationAbstract
The aim of this article is to retrace the paradigm changes in the evolution of marketing theory through four periods that led to the emergence of societal marketing, as well as the causes behind these changes. Our work is based on an in-depth literature review and theoretical analysis founded on the work of P. Kotler and G. Zaltman (1971), which contributed to the reconceptualization of the concept of societal marketing. We then examine the factors that have favored the successful implementation of societal marketing in service companies, such as closer relationships with customers, win-win strategies for all, and a focus on relational trust. This analysis is inspired by the work of Grönroos (2007) on interactive service models, where transparent communication and customer experience reinforce consumer loyalty and commitment. Finally, we focus on future prospects that could completely revolutionize societal marketing and enable its consensual, gradual and widespread acceptance within service companies, which is not yet the case today. Despite notable advances, only a small minority of companies are implementing the principles of societal marketing. However, changing consumer behavior, the rise of artificial intelligence, increased competition and a growing number of brands for a limited demand, as well as existing regulations, have obliged many companies to prioritize customer loyalty strategies. These factors will increase the pressure on companies to meet societal marketing standards.
References
Robert W. Palmatier; 2008: Relationship Marketing, Marketıng scıence ınstıtute Cambridge, Massachusetts.
HeeSoo Chin, Durga Prasad Marasini & DonHee Lee: Digital transformation trends in service industries; Service Business (2023) 17:11–36 https://doi.org/10.1007/s11628-022-00516-6.
Pierre Volle. Marketing: comprendre l’origine historique. Eyrolles. MBA Marketing, Editions d’Organisation, pp.23-45, 2011. .
Archie B. Carroll : "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organisational Stakeholders" (1991a).
Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135–155. https://doi.org/10.1007/s11747- 016-0495-4.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19.
Carroll A.B. Corporate Social Responsibility and Evolution of Definitional Construct, Business and Society. 1999b;38(3):268-295.
Kotler, P. (1971). Marketing social: a new approach to marketing strategy. Journal of Marketing, 35(3), 1-12.
Langan,R., and Hill,R. (2014), Handbook of Research on Marketing and Corporate Social Responsibility, U.K, Edward Elgar, p 44.
Kotler, P. and Keller, K. (2006) Marketing Management, 12th Ed, U.S.A., Prentice Hall, pp 16- 23,712-713.
Bhattacharya, C.B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
ISO 14001 (1996). Environmental management systems – Requirements with guidance for use. International Organization for Standardization.
Everarts de Velp, S & Barette, K 2023, L’écolabel de l’Union européenne appliqué aux outils numériques: pistes d’amélioration pour une meilleure lutte contre le greenwashing. dans Numérique et développement durable: obstacles et opportunités pour le droit: de la transition numérique à la transition écologique. Collection du CRIDS, numéro 54, Larcier, Bruxelles, pp. 299-329.
Bartenstein Kristin. Les origines du concept de développement durable. 2005 ; In : Revue Juridique de l’environnement, n°3, 2005. pp. 289-297 ;
Pride, W. and Ferrell, O. (2008) Marketing, 14th Ed, U.K: Pearson Education, pp 19-20, 88-91, 94. Probost, S. (2008) Corporate Social Responsibility: Guidelines CSR- Reporting in Tourism, Germany: Kate, pp 3-6.
Kotler, P. et Zaltman, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, 35(3), 3-12.
Burmenko, T. D., 2008 The Services Sector. Economics: textbook. Moscow: Knorus, p. 328.
Meadows, D. H., Meadows, D. L., Randers, J., & Behrens III, W. W. (1972). The Limits to Growth. Club of Rome.
United Nations Global Compact (2000). The Ten Principles of the UN Global Compact. Retrieved from
https://www.unglobalcompact.org/
ISO 14001 (2015). Environmental management systems – Requirements with guidance for use. International Organization for Standardization.
Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management Journal, 43(4), 717-736.
Raef Abdennadher: Le Marketing dans une vision futuriste; Colloque organisé par Corail Business Consulting et URISO; les grands débats du marketıng; 23 – 24 Mars 2012 – Hammamet/Tunisie.
Cone Communications (2017). Cone Communications CSR Study.
Lee S, Lee D (2020c) “Untact”: a new customer service strategy in the digital age. Serv Bus 14(1):1–22.
https://doi.org/10.1007/s11628-019-00408-2.
McDonald's Corporation. (2023). Sustainability and Responsibility. Retrieved from https://www.mcdonalds.com.
Belot L. (2003), Les multinationales priées de prouver leurs engagements éthiques, Le Monde, 15 août, 14.
Patricia Thiery; Marketing et responsabilité sociétale de l’entreprise: entre civisme et cynisme; Décisions Marketing No 38 Avril-Juin 2005. Lantos, G. P. (2001); The Boundaries of Strategic Marketing: The Role of Social Marketing, Journal of Strategic Marketing.
Kotler & Lee, 2005: Corporate Social Responsibility: Doing the Most Good for Your Company and Your Caus. Wiley
Mangold & Faulds (2009); Social media: The new hybrid element of the promotion mix.
Bhattacharya, C. B., & Korschun, D. (2008); Corporate Social Responsibility and Customer Loyalty: An Exploration.
Carroll, A. B., & Shabana, K. M. (2010); The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across internet-enabled consumer brand communities? Journal of Interactive Marketing, 26(3), 113-128.
Delmas, M. A., & Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54(1), 64-87.
Elkington, J. (1997). Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Capstone.
Kanter, R. M. (2011). How Great Companies Think Differently. Harvard Business Review, 89(4), 68-78.
Nielsen. (2015). The Sustainability Imperative: New Insights on Consumer Expectations. Nielsen.
Harvard Business Review. (2020). How Artificial Intelligence is Transforming Marketing. Harvard Business Publishing.
Harvard Business Review. (2017). The Truth About Blockchain. Harvard Business Publishing.
France Télévisions. (2018). Consommation: les réseaux sociaux, levier efficace contre les abus de certaines entreprises. France TV Info. Récupéré de https://www.francetvinfo.fr/internet/reseaux-sociaux/consommation-les-reseaux-sociaux-levier-efficace-contre-les-abus-de-certaines-entreprises_3659251.html.
Social Accountability International (SAI). (n.d.). SA8000 Standard. Récupéré de https://sa-intl.org/sa8000/ .
Organisation for Economic Co-operation and Development (OECD). (2020). OECD Guidelines for Multinational Enterprises. Récupéré de https://www.oecd.org/daf/inv/mne/.
https://solutionera.com/articles/entreprise-consciente/marketing-societal-changer-monde/.
Lantos, G. P. (2001); The Boundaries of Strategic Marketing: The Role of Social Marketin, Journal of Strategic Marketing.
(https://doi.org/10.1016/j.ijinfomgt.2020.102168).
https://doi.org/10.1016/j.ijinfomgt.2020.102168.
A. Crane & J. Desmond, Published 1 Haz 2002: Societal marketing and morality; European Journal of Marketing.
A. Crane & J. Desmond, Published 1 Haz 2002: Societal marketing and morality; European Journal of Marketing.
Kamal Samira, May 2022:The Foundations of Relationship Marketing: A Literature Review. May 2022 ; Journal of Business Studies Quarterly Vol 3(N°1):1-19.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
