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The philosophy of social marketing differs from other philosophies prevalent in marketing in that the benefits of future
generation, society as wel1 as welfare have been primarily emphasized and thus seeks the inclusion of cultural issues and
values in a true sense in marketing. The sphere of endeavor in this philosophy is also expanded to create a balance between
satisfaction of cutomers' needs, achievement of long-term interests in society, and ful1ilment of the goals set forth by
organizations and ecomomic concerns.
The article examines the approaches to the western capitalism and Islam in repect of the philosophy of social marketing.
M. R. Mehregan, Ph.D.
Editor