Social marketing in the new millennium

There is a growing consensus within society that companies should take a more active and structured approach to the relationships they have with the various communities they serve. Corporate social responsibility is the way in which a company demonstrates its commitment to contributing something positive to its stakeholders and society. Social marketing is a new approach to traditional marketing. It enables companies to fulfil their existing marketing needs (to produce the right goods, at the right time, in the right place, at the right price)…