6. Marketing and Corporate Social Responsibility

  1. Dr. Øyvind Ihlen2,
  2. Jennifer L. Bartlett PhD3 and
  3. Steve May PhD4
  1. Peggy Simcic Brønn DBA

Published Online: 28 SEP 2011

DOI: 10.1002/9781118083246.ch6

The Handbook of Communication and Corporate Social Responsibility

The Handbook of Communication and Corporate Social Responsibility

How to Cite

Brønn, P. S. (2011) Marketing and Corporate Social Responsibility, in The Handbook of Communication and Corporate Social Responsibility (eds Ø. Ihlen, J. L. Bartlett and S. May), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781118083246.ch6

Editor Information

  1. 2

    University of Oslo, Norway

  2. 3

    Queensland University of Technology, Australia

  3. 4

    University of North Carolina, Chapel Hill, USA

Author Information

  1. Norwegian School of Management's Department of Communication, Culture and Languages, Norway

Publication History

  1. Published Online: 28 SEP 2011
  2. Published Print: 24 JUN 2011

ISBN Information

Print ISBN: 9781444336344

Online ISBN: 9781118083246



  • marketing and corporate social responsibility (CSR);
  • CSR communication through lens of marketing;
  • American Marketing Association (AMA);
  • marketing's role in society;
  • being socially responsible, and greater profits for organizations;
  • marketing and sustainability;
  • top five Greenest Big Companies for 2009 - Hewlett-Packard, Dell, Johnson & Johnson, Intel and IBM;
  • European Association of Communication Agencies, EACA Care Awards for European social marketing campaigns;
  • marketing communication and CSR;
  • marketing's philosophy, its social role benefiting society


This chapter contains sections titled:

  • Marketing's Role in Society

  • Marketing and Sustainability

  • Marketing Thinking and Societal Benefits

  • Branding and CSR

  • Marketing Communication and CSR

  • Skepticism

  • Present and Future Research

  • Conclusion

  • References