Abstract
Today, marketing has to face a lot of criticism by social critics, who argue that marketing practices are spoiling the society as whole. This paper will point out the reasons of being criticized by critics as because it is claimed that intentionally and consciously, these practices give incomplete facts about goods and services and develop the gaps between persons’ reality and their expectations. Marketing is criticized as people feel deficient and incomplete in either self-esteem or possession and they feel compelled to cover this gap by unnecessary spending. This paper will also discuss the importance of social responsibility and how a company can attain sustainability in social responsibility. Corporate social responsibility is getting increased consideration and attention due to the changes in business environment. These changes are more prominent from past half century. This paper argues that sustainability of social responsibility can be ensured by incorporating it as an important element of firm’s business strategy.
Introduction
Individual consumers have many concerns how well marketing system is fulfilling their desires and interests. Many critics whether they belong to consumers themselves, they belong to any welfare organization or part of any government agencies are pointing their fingers at the marketing practices, as it is harming end users by;