责任营销,首先需要明确企业在开展营销活动的过程中要对谁负责。简单来讲,企业经营者要不断地来诘问自己,企业创办的目的是在于股东权益最大化、消费者权益最大化还是利益攸关者权益最大化?从单纯的投资回报来看,任何商业企业创建的初衷,就是为了实现股东的利益最大 Responsible marketing, first of all need to clear the business in carrying out marketing activities in the process to whom the person responsible. To put it simply, business managers should keep asking themselves whether the purpose of establishing a business is to maximize shareholders’ rights, maximize the rights and interests of consumers, or maximize the rights and interests of stakeholders. From a simple point of view of return on investment, any commercial enterprise The original intention is to create, is to maximize the interests of shareholders