Marketing is not an end in itself. It is not the exclusive province of business man- agement. Marketing must serve not only business but also the goals of society. It must act in concert with broad public interest. For marketing does not end with the buy-sell transaction – its responsibilities extend well beyond the formal boundaries of the firm.
Companies generating cash flows, producing goods or maximizing stock values may also promote social welfare. If companies exist to serve society as a whole, it is expected that they pursue economic profitability and have social re- sponsibilities as well. However, in real life this is not a simple task. Organizations ought to make profits to survive and to be able to keep investments and employ- ment. Bankruptcies bring clear negative social implications. The commonsensical view holds that generation of capital is beneficial to all society.