Corporate Social Marketing

Book chapter


Campbell, Alexander, Deshpande, Sameer and Rundle-Thiele, Sharyn. (2022). Corporate Social Marketing. In The Routledge Companion To Marketing And Society pp. 192-206 Taylor & Francis Australasia. https://doi.org/10.4324/9781003028079-16
AuthorsCampbell, Alexander, Deshpande, Sameer and Rundle-Thiele, Sharyn
Abstract

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.

KeywordsCommunication Studies; Economics; Finance; Business; Industry
Page range192-206
Year01 Jan 2022
Book titleThe Routledge Companion To Marketing And Society
PublisherTaylor & Francis Australasia
Place of publicationAustralia
Edition1
ISBN9780367463083
Digital Object Identifier (DOI)https://doi.org/10.4324/9781003028079-16
Web address (URL)https://www.taylorfrancis.com/chapters/edit/10.4324/9781003028079-16/corporate-social-marketing-alexander-campbell-sameer-deshpande-sharyn-rundle-thiele
Research or scholarlyResearch
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Print25 Aug 2022
Publication process dates
Deposited06 Feb 2024
Additional information

© Routledge, 2022.

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