Marketing in the Firm and Society

Marketing in the Firm and Society by George S. Day explores marketing's dual role-as a driver of corporate success and as a force that shapes societal values. This thought-provoking book examines how marketing decisions affect not just the firm's bottom line but also the broader social, cultural, and ethical landscapes. Spanning research on corporate responsibility, consumer welfare, and marketing's public perception, Day provides a balanced view of the discipline's power and responsibilities. He dives into how firms can integrate social value into marketing strategy, create ethical customer relationships, and foster trust while still achieving competitive advantage. Ideal for scholars, executives, and policymakers, this book challenges readers to think about marketing beyond profit-positioning it as a key contributor to sustainable development and societal progress. As part of the Legend in Marketing series, this book highlights George Day's pivotal role in expanding the boundaries of marketing thought to include public good, transparency, and long-term accountability.