Abstract

The consumption society, understood as that one which is structured social, economic and even politically around the market and the exchange of goods and services for money is, without any doubt, a field of interest to think deeply about its configuration and management. Marketing, understood as that business function responsible for managing the meeting of the firm´s catalogue with the needs of the market, is the focus of this paper. In it there is a reflection on key concepts such as necessity, ethical or welfare and wellbeing. In this sense, it’s crucial to understand the importance and the role of Marketing in society providing also a reflection on its ethical component.