Marketing Communications and Social Responsibilities of Businesses: Strategies and Initiatives

Abstract

Companies and businesses have responsibilities towards their customers and the society at large. Such responsibilities should be revealed in their business actions and marketing communications done by them. The objective of the study is to understand the various aspects of socially responsible marketing communications. The methodology adopted is a conceptual analysis of the various aspects of marketing communications done by companies. Companies should understand their roles in socially responsible marketing communications viz. advertising, sales promotion, and personal selling. They should realize their responsibilities towards promotion of social responsibility and should adopt initiatives towards socially responsible marketing communications. Such initiatives will instill a sense of trust and belief in the minds of customers and the society at large. This will in turn allow companies to fulfill their social responsibilities and to achieve business excellence in the long run.