Corporate Social Responsibility Und Marketing
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Corporate Social Responsibility Und Marketing
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Author : Marcel Stierl
language : de
Publisher: Springer-Verlag
Release Date : 2014-11-24
Corporate Social Responsibility Und Marketing written by Marcel Stierl and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-24 with Business & Economics categories.
Zur praktischen Umsetzung von Corporate Social Resonsibility (CSR) stellen Marcel Stierl und Arved Lüth erstmals das Konzept des transformativen Marketing vor und ergänzen es mit Tools aus der Beratungspraxis. Konkrete Instrumente und Fallbeispiele erleichtern eine Umsetzung von CSR in die Unternehmenspraxis. CSR ins Marketing zu integrieren, bedeutet die eigene Geschäftstätigkeit ökonomisch, ökologisch und sozial weiterzuentwickeln und sich gegenüber seinen Stakeholdern entsprechend zu positionieren. Zusätzlich sollten Stakeholder zu nachhaltigen Verhaltensweisen informiert und animiert werden.
Corporate Social Responsibility
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Author : Kolja Paetzold
language : en
Publisher: Diplomica Verlag
Release Date : 2010
Corporate Social Responsibility written by Kolja Paetzold and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and disadvantages of the CSR implementation within an organization were compared. This allows the reader to understand which actions are beneficial for the organization and those that are not. The potential of CSR is illustrated by several aspects, followed by a comparison of the results. Greenwashing is of great interest for the everyday person who buys products with the thought of doing something good, for example, in connection with the environment, human rights, etc. One chapter solely concentrates on this subject, demonstrating how people can avoid paying more for a product with false claims, thus abusing their good will to care about social aspects. Greenwashing is part of this book, because it can also be seen as a marketing strategy, misleading conscious consumers, bluntly called fraud. This book demonstrates how CSR can be seen as a marketing tool on an international level, through which organizations can increase not only their assets, but also their reputation making it more attractive for potential new partners and employees.
Handbook Of Research On Marketing And Corporate Social Responsibility
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Author : Ronald Paul Hill
language : en
Publisher: Edward Elgar Publishing
Release Date : 2014-07-31
Handbook Of Research On Marketing And Corporate Social Responsibility written by Ronald Paul Hill and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-31 with Business & Economics categories.
The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver f
Corporate Social Responsibility
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Author : Philip Kotler
language : en
Publisher: John Wiley & Sons
Release Date : 2011-03-31
Corporate Social Responsibility written by Philip Kotler and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-31 with Business & Economics categories.
Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.
Ethics Social Responsibility And Sustainability In Marketing
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Author : Ipek Altinbasak-Farina
language : en
Publisher: Springer
Release Date : 2019-07-03
Ethics Social Responsibility And Sustainability In Marketing written by Ipek Altinbasak-Farina and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-03 with Business & Economics categories.
This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.
Marketing Strategy And Corporate Social Responsibility
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Author : Sofía López-Rodríguez
language : en
Publisher:
Release Date : 2023
Marketing Strategy And Corporate Social Responsibility written by Sofía López-Rodríguez and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023 with categories.
This chapter examines the multi-faceted and reciprocal influence of marketing on corporate social responsibility strategy and practice, especially in light of consumer concern about company social and environmental impacts. As well as potential harmful consequences of marketing to consumers, we highlight that society and the natural environment can also be significantly impacted negatively by consumers and their consumption practices. More positively, we illustrate how marketing, through consumer demand for responsible products and services, can also be a key driver for companies to create beneficial social and environmental impacts. We propose that the marketing function avoid marketing myopia by adopting a broad stakeholder orientation that acknowledges its role in engaging with multiple company stakeholders, as well as customers. We suggest that by using marketing methodologies and expertise (e.g., market research, market segmentation), it occupies a privileged organizational position in helping companies respond to the diverse social and environmental challenges they face.
Corporate Management Corporate Social Responsibility And Customers An Empirical Investigation
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Author : Heike L”ber
language : en
Publisher: Diplomica Verlag
Release Date : 2012-03
Corporate Management Corporate Social Responsibility And Customers An Empirical Investigation written by Heike L”ber and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03 with Business & Economics categories.
Corporate Social Responsibility (CSR) of corporations is a trend today. However, the more companies are practicing it, the less it becomes a unique business strategy helping to differentiate from competitors. For that reason, this study examines whether an integration of customers in all decisions and/or the carrying out of different CSR activities leads to it being a more effective marketing strategy. In the conceptual part, a definition of CSR is given: Different approaches are presented reaching from a more detailed one dealing with economic, legal, ethical and discretionary responsibilities according to the pyramid of CSR, to a less specific one, which is taken as the basis of the paper. Key characteristics of CSR as well as different motivations exemplified in the normative and the business case are described and a critical evaluation of CSR is taken into consideration by means of the shareholder view of CSR and the stakeholder theory. Moreover, CSR in Germany is compared with CSR in America in order to give a global perspective of the CSR phenomenon. Furthermore, the most common CSR activities are introduced. From those, cause-related marketing, employee volunteering, and corporate philanthropy are detailed with real company examples and respective advantages and disadvantages because those are the activities used in the study. A review of appropriate literature is given and for customer-related outcomes, social identity theory, attribution theory, and behavioral decision theory are regarded. The concept of customer integration has been adopted from the product innovation process, called open innovation, to CSR by using the means-end theory and the empowerment strategy. Taken together, the hypotheses have been development stating that customer integration leads to a more positive CSR belief, a stronger identification with the respective company as well as a more positive company evaluation and a much higher intent to buy the corporation?s product. These hypotheses have been tested in an online experiment using a fictive company and data has been evaluated via the analysis of variance. The study clarifies that customer integration is neither necessary nor does it hurt. It combines both a marketing tool and at the same time does something good. So, when taking into consideration some aspects, it is a strategy worth doing, with or without customer taking part in it.
Corporate Social Responsibility And Marketing Ethics
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Author : Honorata Howaniec
language : en
Publisher: Taylor & Francis
Release Date : 2023-02-24
Corporate Social Responsibility And Marketing Ethics written by Honorata Howaniec and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-24 with Business & Economics categories.
Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about. Consumers are placing an increasing weight on the social responsibility of the organisations they choose to purchase from and associate with, and businesses must adopt corporate social responsibility (CSR) practices into their marketing strategies. This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR, and analyses the effect on consumer behaviour. It examines consumer awareness of CSR practices and the effect this has on their purchasing decisions and brand loyalty, making the argument that disregarding CSR can be detrimental to businesses success and profit. Providing both empirical and theoretical perspectives, this book will be a useful reference for scholars and upper-level students across business disciplines including marketing, CSR, and business ethics.
Corporate Social Responsibility In The Digital Age
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Author : Ana Adi
language : en
Publisher: Emerald Group Publishing
Release Date : 2015-03-30
Corporate Social Responsibility In The Digital Age written by Ana Adi and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-30 with Business & Economics categories.
With social and digital media reshaping the way business is conducted, and the number of companies embracing the new social medium, this book revisits CSR practices from a digital perspective. The volume explores the impact and influence of the new 'social' on responsibility and its feasibility, measurability and success in a boundary-less world.
Corporate Social Responsibility And Strategic Market Positioning For Organizational Success
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Author : Brown, Carlton
language : en
Publisher: IGI Global
Release Date : 2018-07-20
Corporate Social Responsibility And Strategic Market Positioning For Organizational Success written by Brown, Carlton and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-20 with Business & Economics categories.
The decisions a corporation makes affect more than just its stakeholders, for they can have wide social, environmental, and economic consequences. The relationship between marketing and corporate social responsibility is important to facing these consequences and providing organizational success. Strategic marketing is a tool that can help to defuse tension between companies and their wider stakeholders as well as fend off criticism. Corporate Social Responsibility and Strategic Market Positioning for Organizational Success is a critical scholarly resource that explores different approaches to understanding the nexus between business, marketing, technology, education, engagement, and sustainability. Featuring research on topics such as business strategy, marketing strategies, and organizational culture, this book is ideally designed for business managers and practitioners, commercial and corporate organizations, researchers, and academicians seeking coverage on the strategic importance of corporate social responsibility and marketing for commercial success.
