Making a Difference Through Marketing
A Quest for Diverse Perspectives
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.
| ISBN: | 9789811091681 |
|---|---|
| Sprache: | Englisch |
| Seitenzahl: | 282 |
| Produktart: | Kartoniert / Broschiert |
| Herausgeber: | Conduit, Jodie Plewa, Carolin |
| Verlag: | Springer Singapore |
| Veröffentlicht: | 27.05.2018 |
| Untertitel: | A Quest for Diverse Perspectives |
| Schlagworte: | Pascale Quester anti-obesity marketing anti-smoking marketing benefits of sponsorship brand equity brand reputation business ethics consumer behaviour corporate social responsibility country of origin |
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