individuals pay higher premiums for the goods and services that they receive. Contemporary marketing relies heavily on aggressive advertising and promotion. In order to offset the costs, companies charge higher prices through excessive markups. Product differentiation is one of the most commonly used marketing tools. But this not only creates an artificial psychological value attached to higher-priced brands but also raises environmental concerns about packaging. As such, socially responsible marketing rejects all deceptive marketing practices in pricing, promotion and packaging, even if they may seem technically legal. In addition to the economic implications, marketing exerts a significant impact on the values of the society. The advocates of socially responsible marketing argue that the current system creates false wants, i.e. encourage people to buy more than they actually need, injects constant desire for material possession, and leads to excessive spending. Too much obsession with material goods in the long run may cause damage to the society as a whole. Corporate profit should not eclipse the collective benefit of the society. Thus, socially responsible marketing draws attention to the “social costs” that are embedded in the marketing, selling and consumption of private commodities. It calls for a marketing system that contributes to social and environmental sustainability, while producing profits for businesses. Types There are several related marketing concepts that fall under the umbrella of socially responsible marketing, these include: social marketing, cause related marketing, environmental or green marketing, enviropreneurial marketing, quality of life, and socially responsible buying. Enlightened Marketing The philosophy of enlightened marketing is a concept that falls under the umbrella of socially responsible marketing. Enlightened marketing states that “a company’s marketing should support the best long-run performance of the marketing system. This concept contains the five principles: consumer-oriented marketing, innovative marketing, value marketing, sense-of-mission marketing and societal marketing. In consumer-oriented marketing, the company “organizes its marketing activities from the consumer's point of view.” Marketing activities focus on the needs of a defined user set. Innovative marketing states that a company must continue to improve its products and marketing efforts, recognizing that if it doesn’t, it risks losing business to a competitor that does. The principle of value marketing contends that a company "should put most of its resources into value-building marketing investments." One criticism of marketing its short term focus in the sense of promotions and minor improvements. Value marketing seeks to create long term customer loyalty by adding significant