The issue of self- interest in marketing has caused problems in today’s world and these problems have led to criticizing theories in marketing, most of which roots in sociology, cultural studies ect. Along with the introduction of criticizing theories some philosophy such as strategic humanism, social covenants theories, indicative marketing, marketing morality, green Marketing environmental marketing ect. where also introduced. Each of these theories tries to reduce the philosophy of self-interest marketing and its sub sequential problems.
The criticizing theories of marketing are introduced under the title of social marketing and as a new philosophy of marketing besides other philosophies such as production, product, sales and marketing. However this philosophy has not thoroughly been able to solve the problem of self-interest in marketing. According to Martin, the theory of social marketing itself had turn out a tool for self- interest in marketing.
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