Making a Difference Through Marketing: A Quest for Diverse Perspectives – FULL INSTANT DOWNLOAD | PDF DOCX EPUB

Name: Making a Difference Through Marketing: A Quest for Diverse Perspectives
ISBN-13: 9789811004629
ISBN-10: 9811004625
Addition ISBN: 9811004641, 9789811004643
Author(s): Carolin Plewa, Publisher: Springer, Copyright: 2016
This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.