Corporate Social Marketing

The chapter revisits the Corporate Social Marketing (CSM) framework as a Corporate Social Responsibility (CSR) initiative that corporations design and implement using marketing principles to achieve effective social behavior change. The chapter compares CSM to traditional social marketing initiatives, marketing-based CSR initiatives of cause promotion and cause-related marketing, and non-marketing CSR initiatives to highlight its advantages and disadvantages. To increase the effectiveness of CSM initiatives and avoid ethical dilemmas, the chapter proposes a series of benchmarks to design, implement, and evaluate future research ideas to further our understanding of CSM are outlined.