Which marketing orientation holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?

Question

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The societal marketing concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being. It takes into account not only customer satisfaction but also societal welfare, such as environmental sustainability and social responsibility.

Which Marketing Orientation Holds That Firms Must Strive to Deliver