Societal Marketing Concept
The societal marketing concept is an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. It is closely linked with the principles of corporate social responsibility and of sustainable development.
The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be suitable in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.
Most companies recognize that socially responsible activities improve their image among customers, stockholders, the financial community, and other relevant publics. Ethical and socially responsible practices are simply good business, resulting not only in favorable image, but ultimately in increased sales.


Reference: http://en.wikipedia.org/wiki/Societal_marketing


My opinion: Policies should not be only made to achieve targets and beat competitors but they should also be made for the welfare of society. It may sound appropriate and ethical, but societal marketing concept is hard to implement as not all companies have a social conscience.