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Marketing's Corporate Responsibility

Part 6. International Marketing

  1. Nicolas M. Dahan1,
  2. Jonathan P. Doh2,
  3. Terrence R. Guay3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06023

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. 1

    Long Island University, Brookville, NY, USA

  2. 2

    Villanova University, Villanova, PA, USA

  3. 3

    Pennsylvania State University, University Park, PA, USA

Publication History

  1. 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;
  • consumerism;
  • environment;
  • globalization;
  • labor;
  • nongovernmental organizations;
  • responsibility;
  • stakeholder;
  • sustainability;
  • societal marketing