Review Article

Year: 2015 | Month: 11 | Volume: 2 | Issue: 11 | Pages: 703-709

Societal Marketing: A Recognize to Maintainable Enlargement in India!!!

Dr. G. M. Purani

Associate Professor, Arts and Commerce College, Piparia, Vadodara, Gujarat.


The paper attempts to explore Corporate Social Responsibility (CSR) practices to active maintainable enlargement particularly in the perspective of India. CSR and Maintainability are consistent and many use it exchangeable as well. CSR is mainly a corporate governance problem. Over the past few years, as a consequence of rising globalization and pressing ecological issues, the perception of the role of corporates in the larger societal situation within which it functions, has been reformed. Stakeholders today are redefining the role of corporates taking into account the corporates’ wider maintainability towards society and environment, beyond economic performance, and are evaluating whether they are conducting their role in an ethical and socially responsible manner. As a result of this shift (from purely economic to ‘economic with an added social dimension), many forums, institutions and corporates are endorsing the term CSR. Three base of maintainable development through societal marketing & CSR practices is viewed as the corporate orientation on sustainability is specially affected by external influences due to the specific sustainability orientation on a macro-level i.e. Legal/Institutional, Technological, Market, Societal/Cultural and Environmental. Not only does society influence the company, the implementation of Corporate Sustainability in companies also has positive effects on society in the long-term.

Keywords: Corporate Social Responsibility (CSR) Maintainable Enlargement Societal Marketing.

[PDF Full Text]