Making a Difference Through Marketing

A Quest for Diverse Perspectives

Business & Finance, Business Reference, Business Ethics, Marketing & Sales
Cover of the book Making a Difference Through Marketing by , Springer Singapore
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Author: ISBN: 9789811004643
Publisher: Springer Singapore Publication: May 4, 2016
Imprint: Springer Language: English
Author:
ISBN: 9789811004643
Publisher: Springer Singapore
Publication: May 4, 2016
Imprint: Springer
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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