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This paper suggests that there exist many theoretical linkages between the societal marketing concept (SMC) and spirituality in the workplace (SWP) theory. Thus, it is reviewed the literature of both SMC and the emerging field of SWP theory in order to find unexplored commonalities between them. As a result, it acknowledges that SMC broached a new perspective in marketing discipline regarding that it added sizeable social and ethical responsibility to the marketer's role. Most importantly, it posits that the common ground between SMC and SWP theory is, in large measure, the moral reasoning. Overall, this study expands McKee's work (2003) on theoretical intersections between marketing and the spirituality philosophy or paradigm. Rather, it proposes that there is a clear evidence of theoretical overlapping in some constructs, namely, employees, work, workplace, quality of life, ethics, corporate citizenship, and social responsibility. In addition, it is also proposed that SMC-driven organizations are poised to embrace an overall spiritual orientation - whether they have not already done it. Este artigo sugere que existem muitas ligações teóricas entre o conceito de marketing societal (CMS) e a teoria da espiritualidade no local de trabalho (EAT). Assim sendo, procede-se à revisão de literatura de CMS e do emergente campo da teoria EAT visando-se identificar pontos comums ainda inexplorados. Como resultado, esse trabalho sustenta que o CMS trouxe novas perspectivas para a disciplina de marketing, considerando-se que ele acrescentou considerável responsabilidade ética e social para a atividade do marketing. Mais importante ainda, sustenta que o elo comum entre a CMS ea teoria EAT é, em larga medida o raciocínio moral. Considerando globalmente, este estudo expande o trabalho McKee (2003) sobre as interseções teóricas entre o marketing ea filosofia ou paradigma da espiritualidade. Mais precisamente é proposto que existe uma clara evidência de sobreposição e/ou convergência entre as duas teorias envolvendo alguns construtos: a saber: empregados, trabalho, local de trabalho, qualidade de vida, ética, cidadania corporativa e responsabilidade social. Além disso, além disso, é também proposto que as organizações inclinadas a adoção do CMS estão prontas para absorver uma orientação geral à espiritualidade - se elas já não procederam tais mudanças

Societal marketing concept and spirituality in the workplace theory: finding the common ground