Societal marketing

First mentioned in early 70's of the 20th century by P. Kotler and S. Levy, Societal marketing is not to be confused with Social marketing. While the latter exploits classical marketing theories in order to promote causes, behaviours, ideas of social significance, Societal marketing's concept focuses on social responsibility and ethical values as part of the product. Such an example is Avon's breast cancer initiatives whereby huge amounts of donations have been raised across the world for breast cancer education.