The invisible backhand or the “New marketing concept” must be turning Adam Smith in his grave

Abstract

The drive to enlarge the marketing concept to embrance non-profit organizations has drawn attention to the tools and techniques of marketing at the expense of an appreciation for marketing’s function in the business world. This paper calls for a renewed awareness of the central role of profits, particularly with respect to social responsibility concerns. Many actions by business labelled as socially responsible are merely the result of enlightened profit motivation. Those actions which sacrifice long run profit for social action are seen as being beyond the purview of the business enterprise.