Article Preview
Top1. Introduction
Companies should analyze and understand customer requirements and preferences and provide them with offerings which deliver value both for customers and for themselves (Madhani, 2021). Companies should also build and develop customer relationships which are mutually beneficial (Arora & Sharma, 2018). They focus on satisfying the many and changing needs of millions of customers (Du & Wang, 2022).
The marketing activities adopted by companies benefit customers. However, many companies focus on transactional marketing and do not focus on relationship marketing. They also adopt questionable marketing practices that serve their selfish motives rather than serving the interests of customers and of the society at large (Mills & Groening, 2021). Again, there are some actions by marketers which may appear to be beneficial in the short run. However, a closer inspection will reveal that in the long run, such actions are harmful for customers and for the society at large. Marketing receives criticisms because of such activities (Sharma, Kaur, & Syan, 2021). Some of this criticism is justified, much is not. Experts and critics are of the opinion that certain marketing practices of companies cause harm to customers, other business firms, and the society at large (Mandal, 2019). The sustainability of the practices adopted by marketing and consequently, the sustainability of the society becomes questionable. The malpractices adopted by marketing may lead to depleting sustainability.
The discussions indicate that marketing activities may not be always beneficial for customers and the society at large. The harmful aspects and the impact of marketing activities should be studied and analyzed properly so that corrective actions may be taken. The malpractices adopted by marketing should be analyzed. Although the topic is important, few studies have addressed the issue. Consequently, the issue has not been analyzed properly. The study aims to address this research gap.
The objective of the study is to conduct a conceptual analysis of the various marketing activities of companies. The study aims to understand the issues related to marketing activities. Such issues may be of concern to customers and to the society at large.
The methodology adopted is a conceptual analysis of the various marketing activities adopted by companies. The latest and relevant literature related to social criticisms of marketing is analyzed to understand the current situation. Reputed and international academic journals on sustainability are studied and reviewed to select the various malpractices adopted by marketing. Primary data is not collected and empirical analysis is not done.
The novelty and the contributions of the study lie in the fact that an in-depth discussion about the various aspects related to marketing practices adopted by companies is done. Various malpractices adopted by marketing are discussed. The impact of such practices on consumers, other stakeholders, and the society at large is done. Laws and regulations governing such practices are highlighted. Based on the discussions presented, both academicians and practitioners will understand the importance of controlling the adverse effects of such practices. Companies should implement those marketing practices which have a positive impact and discard those practices which have a negative impact. Efforts are made to include the relevant and the latest literature related to the social impact of different marketing practices adopted by companies and the regulations enforced by authorities to ensure that marketing creates a positive impact on the society.
The study is structured as follows: