Un nuevo marketing para una nueva sociedadpropuesta de un modelo de marketing basado en el concepto del bien común

Abstract

Today's society is in transition between industrialism and a knowledge society. This transition has generated a crisis in institutions that requires a redefinition of meanings and references to solve global problems such as climate change or growing economic and social inequalities. This society in transition demands a new alliance between companies and citizens, where companies assume social commitment as an objective at the same level as the economic ones and where individuals are treated as citizens and not just as consumers. In this context, we seek a model in which marketing can be a fundamental part of this alliance and in this work we propose that marketing adopt the concept of the common good as an ethical basis, we propose a marketing for the common good that becomes the voice of citizens within companies. Through an analysis of the concept of the common good in the economy and the company's social responses, such as Corporate Social Responsibility, business ethics or sustainability, we select elements and theories that allow us to respond to this new relationship for apply them to marketing. We define marketing for the common good as the philosophy, processes and organizational activities that aim to meet the real needs of society and facilitate collective happiness by creating value and seeking, through a commitment to honesty, justice, sustainability and human dignity, a triple positive impact on the economy, society and the environment.