Marketing's Corporate Responsibility
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Dahan, N. M., Doh, J. P. and Guay, T. R. 2010. Marketing's Corporate Responsibility. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
In this article, we examine the pressures on corporations to pursue more socially responsible actions, especially in their marketing activities. We review conceptual perspectives on corporate social responsibility (CSR) and how these perspectives apply in the marketing context, to corporate commitment to CSR, and to the relationship between CSR and firm performance. We then describe challenges and opportunities presented by CSR in practice, including recent cases in which companies have been pressured to improve their CSR performance, and initiatives pursued by companies – individually or collectively – to leverage their CSR commitment to advantage. We conclude with some observations about the future of CSR and marketing, arguing that CSR is likely to remain a critical elements of corporoate strategy and marketing.
- codes of conduct;
- nongovernmental organizations;
- societal marketing