Abstract
The purpose of this work is focused on the social and cultural impact of the matketing business, taking as fundamental edge the presence of organizations and the society they are in contact with, which presents changes that could be positive or negative, seen from a wide and objective approach. Otherwise, society also influences on the way the companies carry through their activities of marketing character. Therefore, there is a clear synergy between business and society, which should be exploited to generate maximizing shared value in a context of corporate social responsibility and full ethical conduct.