Literature review

"Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler & Armstrong 1987) The new definition of marketing, as released by the American Marketing Association is:Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. According to Gartner Research, Nokia's overall mobile phone sales totaled 61 million units in the second quarter of 2013, down from 83 million units a year ago. In the same period, however, Nokia's leading smartphone, the Lumia, grew sales by 112.7%. Gartner puts Nokia as the second biggest mobile phone company in terms of sales for the second quarter of 2013, with 19.9% share of the market, behind Samsung's 21.5% share. Apple is third with 6.9%. According to some definitions, environmental responsibility is part of social responsibility. Improvement of marketing is related to the changing emphases of economic, social and environmental responsibility. Goodpaster and Matthews (1982) analyze three patterns of thought which can be distinguished for a company's social responsibility: 1. The invisible hand; 2. 2. The hand of government; and 3. The hand of management.