Socially Responsible Marketing Communications and Target Marketing: Strategies and Initiatives

Abstract

Companies and businesses have roles in marketing communications and target marketing done by them. They should ensure that such communications are socially responsible. The objective of the study is to understand the various aspects of socially responsible marketing communications and target marketing, and ethical and legal aspects and concerns related to such issues. The methodology adopted is a conceptual analysis of the various aspects and issues. Enlightened companies adopt initiatives for socially responsible marketing communications and target marketing. The discussions will allow academicians and practitioners to understand the importance of social responsibility in marketing communications and target marketing and the various issues related to such communications. Policy makers may investigate about the ethical and legal concerns related to the issues and may implement rules and regulations which will ensure the triple bottom line – people, profit, and planet.